rebranding ikan kaleng botan melalui perancangan …
TRANSCRIPT
REBRANDING IKAN KALENG BOTAN MELALUI
PERANCANGAN ULANG IDENTITAS VISUAL
Laporan Tugas Akhir
Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)
Nama : Amedita Mitta Ayu
NIM : 00000011939
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2019
ii
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT
Saya yang bertanda tangan di bawah ini:
Nama : Amedita Mitta Ayu
NIM : 00000011939
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
Universitas Multimedia Nusantara
Judul Tugas Akhir:
REBRANDING IKAN KALENG BOTAN MELALUI PERANCANGAN
IDENTITAS VISUAL
dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan
belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas
Multimedia Nusantara maupun di perguruan tinggi lainnya.
Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan
pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali
arahan pembimbing akademik dan narasumber.
Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,
apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam
pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan
v
KATA PENGANTAR
Brand merupakan salah satu alat yang berfungsi untuk memberikan pengakuan
posisi serta mampu memberikan perbedaan terhadap suatu produk ditengah
persaingan. Produk yang awalnya merajai pasar dapat tergesur akibat
perkembangan pasar yang dinamis Oleh karena itu, untuk dapat terus memiliki
posisi di pasar, suatu identitas harus mengalami perubahan sesuai perkembangan
zaman.
Ikan kaleng Botan merupakan salah satu produk top of mind di Indonesia.
Namun, banyaknya kompetitor ikan kaleng yang muncul mengakibatkan ikan
kaleng Botan yang tidak pernah melakukan perubahan sejak 1957 mulai kehilangan
kejayaan yang dimiliki hinga muncul persepsi brand image ikan kaleng Botan yang
kuno dan konvensional. Oleh sebab itu, penulis merancang tugas akhir dengan judul
“Rebranding Ikan Kaleng Botan melalui Perancangan Ulang Identitas Visual”
Dengan adanya rebranding ikan kaleng Botan, penulis berharap ikan kaleng
Botan dapat bersaing dengan kompetitor baru dan memperkuat posisi Botan sebagai
salah satu ikan kaleng terbaik secara kategori hingga nasional.
Penulis juga ingin mengucapkan terima kasih kepada orang-orang yang
sudah memberikan masukan dalam pembuatan tugas akhir ini:
1. Mohammad Rizaldi, S.T., M.Ds., selaku Ketua Program Studi.
2. Darfi Rizkavirwan, S.Sn., M.Ds., selaku dosen pembimbing yang telah
membimbing serta arahan selama proses pengerjan tugas akhir.
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ABSTRAKSI
Makanan kaleng merupakan makanan yang cukup popular di Indonesia sebagai makanan yang praktis dengan nilai gizi yag memadai. Botan adalah satu satu merek top of mind di bidang ikan kaleng di Indonesia. Dengan metode penelitian kualitatif dan kuantitatif (hybrid), penulis melakukan wawancara, focus group discussion, serta kuesioner dan mendapati bahwa ikan kaleng Botan yang belum pernah mengalami perubahan tampilan sejak tahun 1957 mulai kehilangan kejayaannya. Melalui riset yang telah dilakukan, dapat disimpulkan bahwa ikan kaleng Botan memiliki persepsi brand image yang kuno dan berdampak pada persepsi proses produksi yang konvensional. Selain itu, awareness ikan kaleng Botan ada pada tahap rekognisi yang diidentifikasi melalui visualnya yaitu warna merah yang terdapat pada hampir seluruh ikan kaleng serupa. Oleh karena itu, penulis melakukan rebranding terhadap merek Botan dengan harapan sistem identitas visual yang baru dan terstuktur dapat memperkuat posisi Botan di pasar sehingga dapat bersaing dengan kompetitor.
Kata kunci: rebranding, ikan kaleng, Botan
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ABSTRACT
Canned food is a food that is quite popular in Indonesia as a practical food with adequate nutritional value. Botan is one of the top of mind brands in canned fish in Indonesia. With qualitative and quantitative (hybrid) research methods, the authors conducted interviews, focus groups, and questionnaires and found that canned fish Botan that had never experienced a change in appearance since 1957 and began to lose its glory. Through research that has been done, it can be concluded that Botan canned fish has a perception of an old brand image and have an impact on the perception of conventional production processes. In addition, the awareness of Botan cans is on the recognition shelf that is sent through the visual, which is red, while the red color is used by most canned fish. Therefore, the author rebranded the Botan brand with the hope that a new and structured visual identity system can strengthen Botan's position in the market so that it can compete with competitors.
Keywords: rebranding, canned fish, Botan
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DAFTAR ISI
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ...................... ii
HALAMAN PENGESAHAN TUGAS AKHIR ................................................. iv
KATA PENGANTAR ........................................................................................... v
ABSTRAKSI ........................................................................................................ vii
ABSTRACT .......................................................................................................... viii
DAFTAR ISI ......................................................................................................... ix
DAFTAR GAMBAR ............................................................................................ xii
DAFTAR TABEL ............................................................................................. xviii
DAFTAR LAMPIRAN ....................................................................................... xix
BAB I PENDAHULUAN ....................................................................................... 1
1.1. Latar Belakang ......................................................................................... 1
1.2. Rumusan Masalah .................................................................................... 3
1.3. Batasan Masalah ...................................................................................... 3
1.4. Tujuan Tugas Akhir ................................................................................. 5
1.5. Manfaat Tugas Akhir ............................................................................... 5
BAB II TINJAUAN PUSTAKA ........................................................................... 6
Brand........................................................................................................ 6
2.1.1. Definisi Brand .............................................................................. 6
2.1.2. Peran Brand ................................................................................. 7
x
2.1.3. Jenis Brand................................................................................... 7
Brand Strategy ........................................................................................ 9
2.2.1. Brand Positioning ........................................................................ 9
2.2.2. Brand Value ............................................................................... 15
2.2.3. Brand Equity .............................................................................. 15
Branding ................................................................................................ 19
2.3.1. Rebranding ................................................................................. 21
Brand Identity ........................................................................................ 22
2.4.1. Elemen Brand Identity ............................................................... 23
2.4.2. Gestalt ........................................................................................ 44
Graphic Standard Manual ..................................................................... 46
2.5.1. Konten Graphic Standard Manual (GSM) ................................ 46
2.5.2. Grid ............................................................................................ 48
2.5.3. Layout ........................................................................................ 52
Perilaku Konsumen ................................................................................ 53
2.6.1. Psikologi Perkembangan ............................................................ 56
2.6.2. Segmentasi Konsumen ............................................................... 58
BAB III METODOLOGI ................................................................................... 63
Gambaran Produk .................................................................................. 63
Metodologi Pengumpulan Data ............................................................. 64
3.2.1. Wawancara Pihak Perusahaan ................................................... 65
3.2.2. Wawancara Konsumen .............................................................. 68
3.2.3. Focus Group Discussion (FGD) ................................................ 70
xi
3.2.4. Studi Eksisting ........................................................................... 72
3.2.5. Kuesioner ................................................................................... 83
Metodologi Perancangan ....................................................................... 88
3.3.1. Perancangan Logo ...................................................................... 88
BAB IV STRATEGI DAN ANALISIS PERANCANGAN .............................. 91
Strategi Perancangan .............................................................................. 91
4.1.1. Conducting Research ................................................................. 91
4.1.2. Clarifying Strategy ..................................................................... 92
4.1.3. Designing Brand Identity ........................................................... 97
4.1.4. Creating Touchpoints .............................................................. 117
4.1.5. Managing Assets ...................................................................... 128
Analisis Perancangan ........................................................................... 129
4.2.1. Analisis Logo ........................................................................... 130
4.2.2. Aturan Logo ............................................................................. 131
4.2.3. Penerapan Logo ....................................................................... 133
Budgeting ............................................................................................. 144
BAB V PENUTUP ............................................................................................. 147
Kesimpulan .......................................................................................... 147
Saran .................................................................................................... 148
DAFTAR PUSTAKA ........................................................................................... xx
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DAFTAR GAMBAR
Gambar 2.1. Logo Adidas ...................................................................................... 24
Gambar 2.2. Contoh Logotype ............................................................................... 25
Gambar 2.3. Logo Yahoo ....................................................................................... 25
Gambar 2.4. Logo Target ....................................................................................... 26
Gambar 2.5. Logo Apple ....................................................................................... 26
Gambar 2.6. Logo Time Warner ............................................................................ 26
Gambar 2.7. Logo Audi ......................................................................................... 27
Gambar 2.8. Logo Elmer's ..................................................................................... 27
Gambar 2.9. Logo Domino's Pizza ........................................................................ 27
Gambar 2.10. Logo Tivo ........................................................................................ 28
Gambar 2.11. Teori Warna .................................................................................... 30
Gambar 2.12. Karakteristik Serif ........................................................................... 35
Gambar 2.13. Logotype Serif: Google ................................................................... 35
Gambar 2.14. Karakteristik Sans Serif .................................................................. 36
Gambar 2.15. Logotype Sans Serif: Logitech ........................................................ 36
Gambar 2.16. Script ............................................................................................... 37
Gambar 2.17. Logotype Script ............................................................................... 37
Gambar 2.18. Ilustrasi sebagai Instruksi ................................................................ 38
Gambar 2.19. Ilustrasi sebagai Referensi .............................................................. 38
Gambar 2.20. Ilustrasi sebagai Komentar .............................................................. 39
Gambar 2.21. Ilustrasi sebagai Storytelling ........................................................... 40
Gambar 2.22. Ilustrasi sebagai Persuasi ................................................................ 41
xiii
Gambar 2.23. Ilustrasi sebagai Identitas Visual ..................................................... 42
Gambar 2.24. Ilustrasi pada Identitas Visual ......................................................... 42
Gambar 2.25. Gestalt ............................................................................................. 44
Gambar 2.26. Gestalt pada Logo ........................................................................... 45
Gambar 2.27. Elemen dalam Grid ......................................................................... 49
Gambar 2.28. Manuscript Grid .............................................................................. 50
Gambar 2.29. Multicolumn Grid ............................................................................ 51
Gambar 2.30. Modular Grid .................................................................................. 51
Gambar 2.31. Hierachical Grid ............................................................................. 52
Gambar 2.32. Eyeflow ............................................................................................ 53
Gambar 2.33. Pembagian Kelas Sosial .................................................................. 59
Gambar 2.34. Segmentasi Customer Behaviour .................................................... 60
Gambar 3.1. Wawancara dengan PT Maya Food Industries ................................. 67
Gambar 3.2. Wawancara dengan PT Indomaya Mas ............................................. 67
Gambar 3.3. Dokumentasi Wawancara Konsumen ............................................... 69
Gambar 3.4. Dokumentasi Focus Group Discussion ............................................. 71
Gambar 3.5. Perubahan Logo Frisian Flag ............................................................ 73
Gambar 3.6. Analisa Visual ................................................................................... 82
Gambar 3.7. Usia Konsumen Ikan Kaleng ............................................................ 83
Gambar 3.8. Merek Ikan Kaleng yang Digunakan ................................................ 84
Gambar 3.9. Indikator Pemilihan Merek ............................................................... 84
Gambar 3.10. Brand Awareness Ikan Kaleng Botan ............................................. 85
Gambar 3.11. Konsumen Ikan Kaleng Botan ........................................................ 85
xiv
Gambar 3.12. Alasan konsumsi Ikan Kaleng Botan .............................................. 86
Gambar 3.13. Brand Image Ikan Kaleng Botan .................................................... 87
Gambar 4.1. Mind Map Ikan Kaleng Botan ........................................................... 94
Gambar 4.2. Penjabaran Brand Value Legacy ....................................................... 97
Gambar 4.3. Penjabaran Brand Value Trust .......................................................... 98
Gambar 4.4. Penjabaran Brand Value Family ....................................................... 99
Gambar 4.5. Moodboard berdasarkan Brand Value ............................................ 100
Gambar 4.6. Sketsa Manual Logo (1) .................................................................. 103
Gambar 4.7. Sketsa Manual Logo (2) .................................................................. 104
Gambar 4.8. Sketsa Manual Logo (3) .................................................................. 105
Gambar 4.9. Digitalisasi Logo ............................................................................. 105
Gambar 4.10. Revisi Digitalisasi Logo ................................................................ 106
Gambar 4.11. Sketsa Alternatif Logo .................................................................. 106
Gambar 4.12. Pengembangan Alternatif Logo .................................................... 107
Gambar 4.13. Logo Terpilih ................................................................................ 107
Gambar 4.14. Penyempurnaan Logo ................................................................... 108
Gambar 4.15. Layout Tagline .............................................................................. 108
Gambar 4.16. Hasil Akhir Logo Botan ................................................................ 108
Gambar 4.17. Warna Logo Botan ........................................................................ 109
Gambar 4.18. Warna Primer Botan ...................................................................... 110
Gambar 4.19. Warna Sekunder Botan ................................................................. 110
Gambar 4.20. Tipografi Utama ............................................................................ 112
Gambar 4.21. Tipografi Sekunder ....................................................................... 112
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Gambar 4.22. Supergrafis bagian atas ................................................................. 113
Gambar 4.23. Supergrafis bagian bawah ............................................................. 113
Gambar 4.24. Pemotonngan supergrafis .............................................................. 114
Gambar 4.25. Visual Sekolah Ikan ...................................................................... 114
Gambar 4.26. Bentuk Ikan Sarden ....................................................................... 115
Gambar 4.27. Bentuk Ikan Mackerel ................................................................... 115
Gambar 4.28. Bentuk Ikan Tuna .......................................................................... 115
Gambar 4.29. Tekstur Brand Botan ..................................................................... 116
Gambar 4.30. Aplikasi pada Supergrafis ............................................................. 116
Gambar 4.31. Pengaturan Sekunder Supergrafis ................................................. 117
Gambar 4.32. Grid pada Collaterals .................................................................... 118
Gambar 4.33. Ilustrasi Splash Tomat dan Hasil Clipping Mask .......................... 119
Gambar 4.34. Hasil Clipping Mask Sajian Ikan Kaleng ...................................... 119
Gambar 4.35. Hasil Modifikasi Ikan Sarden ....................................................... 119
Gambar 4.36. Hasil Modifikasi Ikan Mackerel ................................................... 120
Gambar 4.37. Informasi Kandungan Omega 3 .................................................... 120
Gambar 4.38. Informasi Siap Santap ................................................................... 120
Gambar 4.39. Logo Halal ..................................................................................... 121
Gambar 4.40. Logo SNI ....................................................................................... 121
Gambar 4.41. Barcode ......................................................................................... 121
Gambar 4.42. Logo Food Safe ............................................................................. 121
Gambar 4.43. Logo Do not Litter ........................................................................ 121
Gambar 4.44. Grid pada Kemasan ....................................................................... 122
xvi
Gambar 4.45. Draft Awal Kemasan .................................................................... 122
Gambar 4.46. Revisi Kemasan ............................................................................. 124
Gambar 4.47. Hasil Akhir Kemasan .................................................................... 125
Gambar 4.48. Grid pada Media Cetak ................................................................. 126
Gambar 4.49. Grid pada Website ......................................................................... 126
Gambar 4.50. Grid pada Media Display .............................................................. 127
Gambar 4.51. Layout pada Graphic Standard Manual ........................................ 129
Gambar 4.52. Logo Botan .................................................................................... 131
Gambar 4.53. Konfigurasi Logo .......................................................................... 132
Gambar 4.54. Clear Space Area .......................................................................... 132
Gambar 4.55. Collaterals Botan .......................................................................... 134
Gambar 4.56. Hirarki Visual ................................................................................ 135
Gambar 4.57. Label Kemasan Botan (1) ............................................................. 137
Gambar 4.58. Label Kemasan Botan (2) ............................................................. 137
Gambar 4.59. Kardus Produk Botan .................................................................... 137
Gambar 4.60. Seragam Botan .............................................................................. 138
Gambar 4.61. Wobbler Botan .............................................................................. 139
Gambar 4.62. Shelf Talker ................................................................................... 139
Gambar 4.63. Booth dan Shelf Frame .................................................................. 140
Gambar 4.64. Media Cetak Majalah .................................................................... 140
Gambar 4.65. Wesbite .......................................................................................... 141
Gambar 4.66. Laman Website .............................................................................. 141
Gambar 4.67. Instagram dan Facebook ............................................................... 142
xvii
Gambar 4.68. Kendaraan ..................................................................................... 143
Gambar 4.69. Merchandise Botan ....................................................................... 144
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DAFTAR TABEL
Tabel 3.1. Tabel Perbandingan dengan Kompetitor Utama ................................... 75
Tabel 3.2. Tabel Perbandingan dengan Kompetitor Lain ...................................... 77
Tabel 3.3. Tabel Ekuitas Merek ............................................................................. 80
Tabel 4.1. Tabel Perbandingan Visual ................................................................... 93
Tabel 4.2. Tabel Penjabaran Mind Map ................................................................. 94
Tabel 4.3. Tabel Topologi Logo .......................................................................... 102
Tabel 4.4. Budgeting ............................................................................................ 145
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DAFTAR LAMPIRAN
LAMPIRAN A: SURAT KELENGKAPAN TUGAS AKHIR ..................... xxiv
LAMPIRAN B: TRANSKRIP WAWANCARA PT MAYA FOOD
INDUSTRIES .................................................................................................... xxix
LAMPIRAN C: TRANSKRIP WAWANCARA PT INDOMAYA MAS
........................................................................................................................... xxxiii