KHALISHA, NADHIRA REFINA (2020) PERANCANGAN REBRANDING DEPOT BU TOEGIJO SURABAYA. Undergraduate thesis, UPN "VETERAN" JATIM.
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Abstract
The existence of globalization which involves many fields, especially culinary will harming the existence of traditional foods. Moreover, the people now prefer to eat food from abroad rather than the typical food of their own country. Of course this raises a sense of concern because the culture of the country should be further developed. Therefore this assignment was made by lifting Depot Bu Toegijo who sells gudeg as their specialist foods and other Javanese dishes so that the branding of traditional culinary products does not lag behind modern culinary products. The rebranding of Depot Bu Toegijo was done in two ways namely qualitative research including observation and interview of interviewees. The second is quantitative research which involves distributing questionnaires through Google forms to Bu Toegijo's customers who access the internet. With these two studies, valid and important data were found to support this assignment. In addition, research through books, literature, internet, and journals also helps the sustainability of data processing. From the data obtained will be analyzed using descriptive analysis methods including observations, interviews, summarized questionnaires and TOWS Matrix to determine keywords, concepts, content and media strategies going forward. After determining the whole making of identity for rebranding and the media will easier to be made. Developing the right keywords will help in shaping the design concept. For this design, visual concepts such as logos, food photography concepts, typography and colors are made. For verbal concepts, the proper way of communication, the way it is conveyed and the language used greatly influences the whole. This rebranding design is expected to be able to lift the image of Bu Toegijo's Depot so that it will be known by more people in the future. Keywords : Rebranding, Culinary, Heritage, Gudeg, Surabaya
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | N Fine Arts > NC Drawing Design Illustration | ||||||||
| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 21 May 2021 08:16 | ||||||||
| Last Modified: | 21 May 2021 08:16 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1754 |
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