<![CDATA[In today's business conditions, digital marketing serves as the primary driver for the culinary industry to increase visibility so that the company's goals in building a brand image can be achieved. The application of visual aesthetics on social media is one way a company promotes product identity through attractive visual stimuli. Pizarro Restaurant Bali is a culinary business operating in the service sector using a hybrid business concept that combines a seafood restaurant and a fishing equipment shop. Pizarro Restaurant Bali operates in the field of food and beverage services, targeting the family market segment as well as the fishing hobbyist community. However, Pizarro Restaurant Bali currently aims to strengthen its brand image as a preferred restaurant without sidelining its unique identity, thus requiring an in-depth analysis of the quality of visual stimuli presented on the Instagram account @warungpizarro. The method used in this research is a descriptive qualitative research method to examine the application of visual aesthetic elements and the Stimulus-Organism-Response (SOR) theory at Pizarro Restaurant Bali. The results obtained in this study indicate the existence of a visual noise phenomenon that causes brand image ambiguity, where the public response to fishing equipment content tends to be higher (average interaction of 14.3) compared to culinary content, which only reaches a figure of 9. This indicates the need for visual aesthetic standardization to align consumer perceptions toward the restaurant's identity.]]>
