Improving The Brand Image Umkm “Pia Brebek”Sidoarjo Trough Visual Design Packaging

Abstract

Post-Covid-19 Pandemic is a period where small and medium-sized enterprises (UMKM) in Indonesia are trying to revitalize their businesses, especially UMKM in East Java, precisely in Sidoarjo, there is a Food UMKM "Pia Brebek" who wants to improve its image through the food product in the form of the pia cake. The problems faced by the food UMKM "Pia Brebek", in the brand and packaging design are the lack of a unique visual image and less than optimal in implementing the current design. The research method used is descriptive qualitative using SWOT analysis, then reduced through data collection, concluding a brief and producing a USP (unique selling proposition) on UMKM "Pia Brebek", then the design stage through the design exploration process, and finalization of the design. The creative process in designing the packaging design for the pia brebek cake is found in the USP. The results and discussion of the research obtained the form of design on the main product that needs to be changed because the target audience is teenagers in the range of 17-25 years and the packaging design used is the factor of information, easy to recognize, and beauty. changes to the previous packaging design, some of these elements have not been imaged, so that visual identity is less effective to convey the brand image of pia brebek products. In the latest design, through the design process, the illustration approach is used using the Sidoarjo City icon. The course is an effort to improve the image through visual design on the packaging that is following the target audience. Conclusion Respondents' results from the questionnaire on the target audience of teenagers resulted in 85% of the latest packaging designs looking fresh and unique, suitable for the target youth.