Perancangan Branding Kain Tenun Desa Sade Untuk Meningkatkan Nilai Jual Produk Lokal Lombok

Mustofa, Adam Avrilio (2025) Perancangan Branding Kain Tenun Desa Sade Untuk Meningkatkan Nilai Jual Produk Lokal Lombok. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Sade Village’s handwoven fabric is one of Lombok’s cultural heritage products, crafted through generations using traditional methods. These textiles embody not only aesthetic value but also the philosophical essence of the Sade community. However, in the face of modern market dynamics and shifting consumer preferences, Sade’s woven fabrics struggle to compete, especially among younger audiences. The absence of a relevant and strategic branding approach is one of the main factors hindering the competitiveness of this local product in both regional and national markets. This design project aims to reconstruct the image of Sade’s woven fabric to be more adaptive to contemporary market preferences while maintaining its cultural identity. The research was conducted using a mixed-method approach, combining qualitative and quantitative methods. Data were collected through direct observation in Sade Village, interviews with artisans and stakeholders, and questionnaires distributed to the target audience, namely young people and domestic tourists. The outcome of the project is a visual identity system that embodies a minimalist yet ethnic character. The new branding of Sade’s woven fabric is implemented through various visual media such as logos, taglines, graphic elements, social media design, product catalogs, packaging, and a one-minute teaser video. The branding concept was developed based on visual and narrative insights gained from audience analysis and the rich cultural values of the product. Through this branding initiative, it is expected that Sade’s woven fabrics can secure a stronger position in Indonesia’s creative market and raise awareness among the younger generation about the importance of preserving local culture. The visual strategy is designed not only as a promotional tool but also as a medium for education and appreciation of the traditional values embedded in the product.

Item Type:

Thesis (Undergraduate)

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