Perancangan Identitas Visual Bakehouse “Nabil's Gourmet Lab” Sebagai Media Rebranding

Abstract

Nabil's Gourmet Lab" is a culinary MSME in Surabaya facing challenges with its previously unconceptualized brand identity, which hindered its ability to compete and optimally communicate the quality of its gourmet offerings. Therefore, this project aims to create a new visual identity design as a branding medium to introduce the brand and build a closer connection with consumers. A qualitative approach was utilized as the primary method, involving evaluations of existing conditions, literature reviews, and interviews with the business owner and five target audience representatives. The analysis reveals that the audience associates gourmet products with a modern and neat visual, while the brand's Unique Selling Proposition (USP) lies in the soft texture of its bread. These findings were synthesized into the core design concept: "Modern Soft Bread". The design execution resulted in a new logo featuring a salt bread silhouette with rounded typography, supported by a color palette of terracotta, dark brown, light grayish, and beige. This effectively eliminates the rigid, laboratory-like stigma, replacing it with an elegant yet warm brand image. In conclusion, the new visual identity was successfully and cohesively applied using a supergraphic pattern across various media, such as packaging, uniforms, and social media. Ultimately, this design outcome provides a strategic solution for the brand to stand out and serve as an absolute differentiator from comparators in the market