Falah, Muhammad Fajrul (2025) REBRANDING DAPUR TOK DADDY DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Dapur Tok Daddy is a restaurant established in 2023 in Surabaya, serving authentic Indonesian and international cuisine, with Steamboat Tom Yam as its signature dish. However, the restaurant lacks a strong visual identity and consistent branding strategy. Based on interviews, field observations, and questionnaires, it was found that many people are unfamiliar with Dapur Tok Daddy, and its promotional media lacks consistency. This rebranding project aims to rebuild the brand image in line with the owners' personal values, culinary character, and create a warm, communal dining experience. This idea is embodied in the tagline “Hangatnya Rasa, Dekatkan Kita” ("The Warmth of Flavor Brings Us Closer"), which emphasizes the emotional connection through the Tom Yam dish. The visual concept adopts a fresh, professional, and recognizable design through the redesign of the logo, typography, color scheme, and promotional media. The final result of this rebranding is expected to enhance brand awareness, customer loyalty, and position Dapur Tok Daddy as an authentic, family-friendly restaurant with strong character.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | N Fine Arts > N Visual arts N Fine Arts > N Visual arts > N61-72 Theory. Philosophy. Aesthetics of the visual arts N Fine Arts > NX Arts in general |
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| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Muhammad Fajrul Falah | ||||||||||||
| Date Deposited: | 13 Jun 2025 08:43 | ||||||||||||
| Last Modified: | 13 Jun 2025 08:43 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37691 |
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