Perancangan Redesign Visual Identity Ayam Mekik Mami Di Sungai Penuh
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Putri Ratnalasari
Harissman
Ayam Mekik Mami, salah satu usaha kuliner lokal di Kota Sungai Penuh, menghadapi tantangan kemiripan identitas visual dengan brand ayam geprek lain yang dapat menimbulkan kebingungan konsumen dan mengurangi diferensiasi merek. Penelitian ini bertujuan merancang identitas visual baru yang unik, mudah dikenali, dan memperkuat brand awareness melalui pendekatan Desain Komunikasi Visual, dengan pengumpulan data melalui observasi lapangan, wawancara, studi pustaka, dan kuesioner konsumen, serta analisis SWOT untuk menilai kekuatan, kelemahan, peluang, dan ancaman. Hasil perancangan mencakup logo, kemasan, neonbox, poster, menu board, banner, seragam, apron, stiker, dan gantungan kunci yang konsisten dengan prinsip Gestalt, teori warna, dan tipografi modern, mencerminkan karakter brand yang pedas, energik, dan mudah diingat. Identitas visual baru ini diharapkan meningkatkan pengenalan merek, membedakan Ayam Mekik Mami dari pesaing, dan memperkuat citra profesional serta kreatif UMKM di pasar kuliner local.
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