Abstract:
Coffee consumption has evolved beyond a mere beverage into a socio-cultural
phenomenon, particularly among younger generations. The rise of contemporary
cultural coffee shops reflects this shift, serving not only as places to drink coffee
but also as spaces for lifestyle expression and brand identity. This study is aimed
at brand awareness, rebranding and increasing emotional loyalty among Sentani
Coffee. Located in South Cikarang, Sentani Coffee experiences difficulty in
differentiating itself due to lack of visual identity coherence and cultural
uniqueness. To realize this objective, the research employs Alina Wheeler’s
five-phase brand identity model which consists of conducting research,
clarifying strategy, designing identity, creating touchpoints and managing assets.
For authenticity, sustainability and local wisdom, cultural elements such as
barkcloth maro paintings and Sentani figure are incorporated into the design.
The methodology used involved literature review and interviews with
stakeholders and generation z target users to understand their preferences on
visual language in the context of culture. The final outcomes contained a new
logo, typography, color palette, packaging system presented as a Graphic
Standard Manual. The outcome was an enhancement of uniqueness that made it
stand out from other brands making it more appealing visually hence developing
emotional attachment within the targeted generation.
