PERANCANGAN KARYA KOMUNIKASI VISUAL DIGITAL UNTUK MEMBENTUK BRAND IMAGE KOPI PARANG SEBAGAI COFFEE SHOP BERKONSEP CULTURE AND COMMUNITY

Oleh :
Muthiah Nur Azizah - V0323066 - Sekolah Vokasi

Perkembangan media sosial mendorong coffee shop memanfaatkan komunikasi visual digital sebagai media untuk membangun brand image. Kopi Parang merupakan coffee shop yang mengusung konsep culture and community, namun identitas tersebut belum tersampaikan secara optimal melalui media sosial Instagram sehingga masyarakat belum memahami karakter merek yang dimiliki. Perancangan ini bertujuan menghasilkan karya komunikasi visual digital yang mampu membentuk brand image Kopi Parang sesuai dengan konsep culture and community. Metode perancangan yang digunakan terdiri atas tiga tahapan, yaitu pra-produksi, produksi, dan pascaproduksi. Tahap pra-produksi meliputi penyusunan konsep kreatif, mood board, dan content plan. Tahap produksi meliputi pengambilan foto dan video serta proses penyuntingan visual. Tahap pascaproduksi meliputi revisi, finalisasi, dan publikasi konten pada Instagram. Hasil perancangan berupa 16 konten Instagram yang terdiri atas feed dan Reels dengan penerapan identitas visual Kopi Parang melalui penggunaan color palette, tipografi, fotografi, videografi, dan tata letak yang konsisten. Perancangan ini diharapkan mampu memperkuat brand image Kopi Parang sebagai coffee shop berkonsep culture and communityThe rapid growth of social media has encouraged coffee shops to utilize digital visual communication as a medium for building their brand image. Kopi Parang is a coffee shop that adopts the concept of culture and community; however, this identity has not been effectively communicated through its Instagram account, resulting in limited public understanding of its brand characteristics. This project aims to design digital visual communication media that strengthen Kopi Parang's brand image in accordance with its culture and community concept. The design process consisted of three stages: preproduction, production, and post-production. The pre-production stage included developing the creative concept, mood board, and content plan. The production stage involved photo and video production, as well as visual editing. The post-production stage consisted of content revision, finalization, and publication on Instagram. The final outcome was 16 Instagram contents, consisting of feed posts and Reels, designed with a consistent visual identity through the application of color palette, typography, photography, videography, and layout. This design is expected to strengthen Kopi Parang's brand image as a coffee shop with a culture and community concept.