Redesain Visual Kemasan Produk Minuman Hangat Jahe Instan PT Sido Muncul Sebagai Upaya Peremajaan Brand

Junarko, Christopher Justin (2026) Redesain Visual Kemasan Produk Minuman Hangat Jahe Instan PT Sido Muncul Sebagai Upaya Peremajaan Brand. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Lini produk minuman hangat jahe instan PT Sido Muncul yang terdiri dari Jahe Wangi, Susu Jahe, dan Kopi Jahe telah hadir di pasar selama lebih dari tiga dekade namun menghadapi kesenjangan relevansi visual yang signifikan terhadap ekspektasi estetika konsumen Generasi Z dan Milenial yang kini mendominasi pasar aktif. Data Top Brand Index 2020-2026 menunjukkan bahwa perolehan indeks lini jahe instan Sido Muncul secara konsisten berada di bawah 10%, tertinggal dari kompetitor yang telah menerapkan pendekatan desain kemasan yang lebih kohesif dan kontemporer. Kondisi ini diperparah oleh inkonsistensi sistem visual antarvarian yang melemahkan peran kemasan sebagai media komunikasi merek yang strategis di titik penjualan. Perancangan ini bertujuan meredesain sistem visual kemasan lini produk minuman hangat jahe instan Sido Muncul sebagai instrumen peremajaan merek yang adaptif, serta mengembangkan sistem visual yang kohesif dan konsisten di seluruh lini produk sebagai satu kesatuan identitas merek. Metode penelitian yang digunakan bersifat kualitatif dengan pendekatan penelitian berbasis praktik (practice-based research), mencakup observasi lapangan, studi literatur, studi eksisting komparatif, depth interview bersama stakeholder PT Sido Muncul dan narasumber ahli praktisi desain, serta serangkaian studi eksperimental yang menghasilkan tiga alternatif visual melalui proses iterasi desain. Temuan riset mengidentifikasi dualisme geografis distribusi produk di mana poros omset terbesar berada di wilayah periferi dengan format distribusi sachet renteng sebagai format dominan, sehingga kemasan primer ditetapkan sebagai titik masuk utama perancangan. Berdasarkan kerangka peremajaan merek evolusioner dan preseden kasus redesain internal perusahaan, Alternatif 3 dipilih sebagai desain final karena secara simultan mempertahankan kontinuitas identitas visual yang sudah terbentuk, menghadirkan diferensiasi naratif baru melalui motif batik Semarangan, serta memperkuat hierarki tipografi menggunakan Myriad Variable Concept. Sistem visual final dikembangkan secara hierarkis mencakup kemasan primer sachet, kemasan sekunder boks duplex, dan media Point of Purchase sebagai ekosistem komunikasi visual yang terintegrasi. Hasil perancangan divalidasi melalui depth interview bersama pemangku kepentingan dan narasumber ahli yang mengonfirmasi relevansi strategis dan komunikatif redesain visual terhadap target pasar yang dituju.
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PT Sido Muncul's instant ginger warm drink product line, which consists of Jahe Wangi, Susu Jahe, and Kopi Jahe, has been present in the market for more than three decades but faces a significant visual relevance gap regarding the aesthetic expectations of Generation Z and Millennial consumers who now dominate the active market. Top Brand Index data from 2020-2026 shows that the index acquisition for Sido Muncul's instant ginger line has consistently remained below 10%, lagging behind competitors who have implemented more cohesive and contemporary packaging design approaches. This condition is exacerbated by the inconsistency of the visual system across variants, which weakens the role of packaging as a strategic brand communication medium at the point of sale. This design project aims to redesign the visual packaging system of Sido Muncul's instant ginger warm drink product line as an adaptive brand rejuvenation instrument, as well as to develop a cohesive and consistent visual system across the entire product line as a unified brand identity. The research method used is qualitative with a practice-based research approach, encompassing field observations, literature studies, comparative existing studies, in-depth interviews with PT Sido Muncul stakeholders and expert design practitioners, as well as a series of experimental studies that produced three visual alternatives through a design iteration process. Research revealed that sales are dominated by string sachets (sachet renteng) in peripheral areas, making primary packaging the main design focus. Guided by an evolutionary brand rejuvenation framework, Alternative 3 was chosen because it balances the established visual identity with a new Semarangan batik motif and stronger typography. This integrated visual system was then applied hierarchically across primary sachets, secondary boxes, and Point of Purchase media.The design results were validated through in-depth interviews with stakeholders and expert resource persons, confirming the strategic and communicative relevance of the visual redesign to the intended target market.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	redesain kemasan, peremajaan merek, desain komunikasi visual, minuman jahe instan, Sido Muncul, brand rejuvenation, kemasan sachet, packaging redesign, brand rejuvenation, visual communication design, instant ginger drink, Sido Muncul, sachet packaging
Subjects:	N Fine Arts > NE Print media N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK1535.B3 Design
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Christopher Justin Junarko
Date Deposited:	28 Jul 2026 02:07
Last Modified:	28 Jul 2026 02:07
URI:	http://repository.its.ac.id/id/eprint/137976

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