Nur'aini, Natasha Winda (2026) Brand Refresh Tukubaru Kebaya Untuk Meningkatkan Brand Awareness Melalui Penguatan Citra Semarai Berkebaya. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Tukubaru Kebaya merupakan merek pakaian lokal yang mengusung kebaya kutu baru dengan konsep modern, dan diperuntukkan bagi kalangan perempuan muda. Meskipun demikian, merek Tukubaru Kebaya hingga saat ini masih dihadapkan pada beberapa permasalahan, antara lain rendahnya brand awareness, identitas visual yang belum konsisten, positioning yang belum tersampaikan secara jelas kepada khalayak, serta persepsi masyarakat dan tingkat pemahaman terkait kebaya masih cenderung menganggap kebaya sebagai pakaian formal dan seremonial. Oleh karena itu, Brand refresh dipandang sebagai langkah strategis sebagai penyegaran identitas visual yang sudah dibangun dan sebagai upaya meningkatkan posisi merek Tukubaru Kebaya yang kredibel dan relevan. Sebab itu, perlunya penguatan lebih pada tahapan membangun kembali identitas visual dan strategi komunikasi merek yang relevan dengan audiens. Penyusunan desain ini menggunakan pendekatan desain komunikasi visual yang sistematis dan juga komprehensif. Tahapan diadaptasi menggunakan acuan pada teori branding Alina Wheeler yang terdiri dari lima tahap, yaitu conducting research, clarifying strategy, designing identity, creating touchpointss, dan managing assets. Proses mendesain menghasilkan pengembangan identitas visual berupa logo, sistem identitas visual, brand guidelines, serta implementasi pada berbagai media seperti Instagram feeds, kemasan, label, dan booth. Melalui Brand refresh ini, Tukubaru Kebaya diharapkan mampu membangun citra merek yang lebih kuat, modern, dan relevan secara budaya bagi perempuan muda
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Tukubaru Kebaya is a local fashion brand that offers modern *kutu baru* kebaya designed for young women. However, the brand currently faces several challenges, including low brand awareness, an inconsistent visual identity, unclear brand positioning, and public perceptions that continue to associate the kebaya primarily with formal and ceremonial occasions. Consequently, a brand refresh is considered a strategic initiative to revitalize the existing visual identity while strengthening Tukubaru Kebaya’s position as a credible and culturally relevant brand. Accordingly, greater emphasis is placed on building the brand’s visual identity and developing a communication strategy that resonates with its target audience. This design project employs a systematic and comprehensive visual communication design approach. The design process is adapted from Alina Wheeler’s branding framework, which consists of five stages: conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. The outcome of the project includes the development of a renewed visual identity comprising a logo, a visual identity system, brand guidelines, and their implementation across various brand touchpoints, including Instagram feeds, packaging, product labels, and exhibition booths. Through this brand refresh, Tukubaru Kebaya is expected to establish a stronger brand image that is modern, culturally relevant, and more appealing to young women.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Brand refresh, Tukubaru Kebaya, Identitas Visual, Kebaya Modern, Brand awareness |
| Subjects: | N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK1505 Design--Philosophy |
| Divisions: | Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis |
| Depositing User: | Natasha Winda Nur`aini |
| Date Deposited: | 01 Aug 2026 01:26 |
| Last Modified: | 01 Aug 2026 01:26 |
| URI: | http://repository.its.ac.id/id/eprint/140645 |
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