<![CDATA[Waroeng Memoelai is a culinary business that previously had a strong image as a conventional traditional kopitiam associated with older consumers. Changes in the culinary industry, consumer behavior, and the growing influence of social media encouraged Waroeng Memoelai to undertake a rebranding strategy to reach a wider, particularly younger, market. This study aims to analyze the rebranding strategy implemented by Waroeng Memoelai through social media Instagram. This research uses a descriptive qualitative approach. Informants were selected using purposive sampling and consisted of Waroeng Memoelai management, the creative agency Our Media, staff, and active consumers or audiences. Data were collected through in-depth interviews, non-participant observation of Instagram content, and documentation. Data analysis employed the interactive model of Miles, Huberman, and Saldana, consisting of data condensation, data display, and conclusion drawing/verification, with source triangulation to ensure data validity. The findings show that the rebranding strategy was implemented through a combination of physical identity transformation and digital communication transformation, which also contributed to the formation of a new brand image. The repositioning process shifted the brand from a traditional kopitiam image toward a modern kopitiam concept while maintaining classical elements. Redesigning was implemented through consistent Instagram feed aesthetics, retro-modern color palettes, creative photo and video content, communicative captions, and the visual representation of young baristas with contemporary youth styles. Relaunching was conducted through interactive digital communication using Instagram features such as Reels, Stories, and feed content. The strategy succeeded in constructing a new brand image as a modern, aesthetic, trendy, and youth-oriented social space. Keywords: Rebranding; Brand Image; Social Media; Instagram; Modern Kopitiam]]>
