Perancangan Branding Rasa Dewa Sebagai Upaya Membangun Presepsi Belimbing Khas Kota Depok

Fauzan, Adli (2025) Perancangan Branding Rasa Dewa Sebagai Upaya Membangun Presepsi Belimbing Khas Kota Depok. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Depok merupakan kota di Jawa Barat yang dikenal sebagai penghasil belimbing terbesar, terutama varietas unggulan belimbing dewa sehingga belimbing dewa menjadi ikon kota Depok. Kota Depok membangun monumen belimbing dewa, serta acara festival belimbing untuk melestarikan eksistensi buah belimbing dewa sebagai ikon kota Depok Meskipun potensi buah ini tinggi, belum banyak masyarakat yang mengetahui brand oleh-oleh khas Depok yang mengolah belimbing secara optimal. Salah satu brand yang konsisten memproduksi olahan belimbing adalah Rasa Dewa, yang berdiri sejak 2009 dan menawarkan berbagai produk seperti jus, dodol, sirup, dan selai. Produk unggulan jus belimbing dikenal karena rasa yang manis alami dan menyegarkan. Namun, upaya branding Rasa Dewa masih belum maksimal terlihat dari desain yang belum modern, promosi terbatas, serta media sosial dan marketplace yang kurang optimal dalam menjangkau konsumen muda. Oleh karena itu, dibutuhkan perancangan branding untuk meningkatkan awareness dan persepsi positif terhadap Rasa Dewa sebagai oleh-oleh khas Depok berbahan dasar belimbing dewa.
Penelitian ini menggunakan metode observasi, kuesioner, wawancara mendalam (depth interview) kepada stakeholder utama dan studi eksperimental. Dari hasil data yang sudah didapat akan diolah menjadi suatu gagasan untuk dapat membuat luaran brand Identity yaitu tagline, logo, warna logo dan typography. Selain brand identity, luaran lainnya adalah media- media penunjang sesuai kebutuhan Rasa Dewa nantinya. Luaran selanjutnya adalah Graphic Standard Manual (GSM) sebagai brand identity guidelines untuk menjadi pedoman penggunaan visual Rasa Dewa.
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Depok is the city in West Java known as the largest producer of starfruit, particularly the premium belimbing dewa variety, which has become an icon of the city. To preserve the presence of this iconic fruit, the city has built a belimbing dewa monument and holds an annual starfruit festival. Despite its great potential, few people are aware of local souvenir brands from Depok that process starfruit into high-quality products. One brand that has consistently
produced starfruit-based goods is Rasa Dewa, established in 2009, offering a variety of products such as juice, dodol, syrup, and jam. Its flagship product, starfruit juice, is known for its naturally sweet and refreshing taste. However, Rasa Dewa’s branding efforts remain underdeveloped, as seen in its outdated design, limited promotions, and less effective use of social media and marketplaces in reaching younger consumers. Therefore, a comprehensive branding strategy is needed to increase awareness and build a positive perception of Rasa Dewa as a signature souvenir brand from Depok based on belimbing dewa. This research provide observation, questionnaires, in-depth interviews with key stakeholders and experimental studies. The collected data is processed into strategic insights to
develop brand identity outputs such as tagline, logo, color palette, and typography. In addition to brand identity, this project also produces supporting media tailored to RasaDewa's needs. The final output is a Graphic Standard Manual (GSM) that serves as a brand identity guideline
to ensure consistent and proper application of Rasa Dewa’s visual assets.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Belimbing Dewa, Kota Depok, Branding, Rasa Dewa, Oleh-oleh Khas, Identitas Visual, Belimbing Dewa, Depok City, Branding, Rasa Dewa, Local Souvenirs, Visual Identity.
Subjects:	G Geography. Anthropology. Recreation > GN Anthropology G Geography. Anthropology. Recreation > GT Manners and customs H Social Sciences > HF Commerce N Fine Arts > NB Sculpture N Fine Arts > NB Sculpture > NB1250 Wood sculpture--Technique. N Fine Arts > NC Drawing Design Illustration N Fine Arts > ND Painting N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK1505 Design--Philosophy
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Adli Fauzan
Date Deposited:	05 Aug 2025 03:51
Last Modified:	05 Aug 2025 03:51
URI:	http://repository.its.ac.id/id/eprint/126542

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