REDESIGN THE VISUAL IDENTITY OF SENTANI COFFEE TO RAISE THE BRAND AWARENESS USING ALINA WHEELER THEORY

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.