Risqi, Salsabilla Kusuma (2026) REBRANDING DESIGN FOR PENELEH BATIK THROUGH VISUAL IDENTITY DESIGN AS AN EFFORT TO BUILD BRAND AWARENESS. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of the creative industry in Indonesia is driving businesses to build strong brand identities in order to compete in a competitive market. Peneleh Batik is a hand-drawn batik production house located in Surabaya, East Java. However, based on observations and interviews, Peneleh Batik still faces several challenges, including an overly complex logo design, simple packaging, and low public awareness of the brand. Survey results indicate that only 39.5% of respondents are familiar with Peneleh Batik, suggesting that the current visual identity and branding strategies are not yet optimal for building brand image. This rebranding project for Peneleh Batik employs both qualitative and quantitative methods within a Design Thinking framework comprising five stages empathize, define, ideate, prototype, and test. Data was collected through interviews, observations, questionnaires, and literature reviews of similar brands. The analysis revealed the need to simplify visual elements and strengthen brand identity consistency to effectively represent Peneleh Batik character, which embodies local cultural and educational values. This rebranding design produced a new visual identity that includes a logo, colors, typography, and branding support materials that are more modern and flexible for application across various promotional media. Through this visual identity update, Peneleh Batik is expected to build brand awareness, strengthen its image as a producer of Surabaya’s signature batik, and expand its market reach. Keywords: rebranding, visual identity, batik, brand awareness.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | N Fine Arts > NE Print media | ||||||||||||
| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Unnamed user with email 22052010155@student.upnjatim.ac.id | ||||||||||||
| Date Deposited: | 26 May 2026 07:07 | ||||||||||||
| Last Modified: | 26 May 2026 07:24 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52763 |
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