Rebranding Design For Batik Galuh Surabayan As An Effort To Increase Brand Awareness

Sari, Silvia (2026) Rebranding Design For Batik Galuh Surabayan As An Effort To Increase Brand Awareness. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Batik Galuh Surabayan is a contemporary batik producer that highlights motifs characteristic of the city of Surabaya, with the use of the jumputan technique as its primary hallmark. Although it possesses unique visual appeal and high local cultural value, brand awareness of Batik Galuh Surabayan remains relatively low. Based on the results of a questionnaire survey, the majority of respondents were not familiar with the Batik Galuh Surabayan brand nor did they understand the characteristics of the distinctive motifs it features. This low level of brand recognition is attributed to a mismatch between the expected brand image and the implementation of visual elements, such as the logo, business cards, product labels, and packaging. Therefore, this study aims to formulate a rebranding strategy using a visual communication design approach that is consistent and aligned with local cultural values. Through the strengthening of visual identity and the optimal utilization of social media, this rebranding strategy is expected to increase brand awareness and build a stronger brand image in the minds of consumers. Keywords: rebranding, contemporary batik, visual identity, brand awareness, visual communication design

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Thesis (Undergraduate)

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