Garuda - Garba Rujukan Digital

ANALISIS STRATEGI BRANDING PRODUK FASHION LOKAL BERBASIS KEBERLANJUTAN DALAM MEMBANGUN CITRA GAYA HIDUP RAMAH LINGKUNGAN DI KALANGAN GENERASI Z. Rheinandha Nouvairha Herdianto; Wiwi Isnaini
AMARASI: JURNAL DESAIN KOMUNIKASI VISUAL Vol 7 No 1 (2026): Amarasi: Jurnal Desain Komunikasi Visual
Publisher : Program Studi Desain Komunikasi Visual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59997/amarasi.v7i1.6649

Kesadaran terhadap isu lingkungan sudah mendorong terjadinya trend fashion sustainable di indonesia, data dari SIPSN KLHK (2025) menunjukan limbah tekstil meningkat hingga 2,46% yang berarti adanya Value-Action Gap di kalangan konsumen. terjadinya fenomena ini didorong oleh fakta dari mayoritas usaha lokal (UKM) sebagai pondasi utama ekonomi yang terhambat oleh tingginya biaya operasional dan juga keterbatasan akses teknologi ramah lingkungan. Penelitian ini dilakukan untuk menganalisis strategi branding terutama yang berkaitan dengan brand sense melalui media visual yang digunakan oleh merek fashion lokal berkelanjutan dalam membangun citra gaya hidup ramah lingkungan di kalangan Generasi Z. Penelitian menggunakan metode kualitatif deskriptif melalui pendekatan studi kasus dan analisis visual. Data dikumpulkan melalui studi literatur, observasi elemen visual seperti logo, warna, tipografi, serta tone komunikasi visual, disertai wawancara dengan konsumen Generasi Z untuk memahami persepsi mereka terhadap citra brand fashion berkelanjutan di media digital. Hasil penelitian menunjukkan bahwa konsistensi identitas visual, penggunaan narasi visual yang relevan, serta penyampaian pesan keberlanjutan secara komunikatif berperan penting dalam membangun asosiasi positif dan kedekatan emosional antara brand dan audiens muda. Penelitian ini diharapkan dapat mengidentifikasi elemen visual yang efektif dalam menyampaikan nilai keberlanjutan serta merumuskan strategi komunikasi visual yang sesuai dengan karakter Generasi Z. Temuan ini juga diharapkan menjadi dasar konseptual bagi pengembangan perancangan sustainable fashion brand dengan pendekatan upcycling sebagai penerapan nilai keberlanjutan melalui desain kreatif yang bertanggung jawab terhadap lingkungan dan berorientasi pada keberlanjutan jangka panjang.

Tupperware: Sebuah Kajian Terhadap Declining Brand Besar Hatta Firdaus; Wiwi Isnaini
Jurnal Desain Komunikasi Visual Vol. 3 No. 1 (2026): February
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/dkv.v3i1.5031

Using a comparative approach to the case of the decline of the Nokia brand, this study aims to examine the phenomenon of the decline of the Tupperware brand. It identifies the factors influencing the decline in brand performance, including internal changes within the company and external changes such as consumer behavior and market dynamics. This study employs a qualitative approach with comparative analysis. Data was obtained through documentary and literature research, as well as analysis of other publications and secondary sources such as scientific journals, industry reports, and relevant publications. Furthermore, descriptive analysis was conducted to identify patterns of similarities and differences between the two situations. The research findings indicate that Tupperware’s brand decline is similar to Nokia’s, particularly regarding the inability to adapt to innovation and shifting market trends. While the market shifted toward e-commerce and digital platforms, Tupperware continued to rely on traditional marketing strategies such as direct sales. Additionally, the emergence of competitors offering more diverse designs and lower prices also led to a decline in customer interest. Changes in customer preferences, which increasingly prioritize practicality, price, and product accessibility, were identified as an additional factor. This comparative analysis indicates that one of the primary causes of the brand’s decline is the company’s failure to adapt to the business environment swiftly and effectively. Amid intensifying competition, these findings are expected to assist the company in ensuring the brand’s sustainability.

Representasi Visual Nilai Keberlanjutan dan Kearifan Lokal Arcisu sebagai Produsen Apparel Berbasis Serat Alam Atsila Zahira Gusti; Wiwi Isnaini
Jurnal Desain Komunikasi Visual Vol. 3 No. 3 (2026): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/dkv.v3i3.6216

Penelitian ini bertujuan menganalisis cara Arcisu, produsen apparel dan tas berbasis serat alam di Indonesia, merepresentasikan nilai keberlanjutan serta kearifan lokal melalui identitas visual merek. Fokus kajian mencakup logo, palet warna, tipografi, ilustrasi dan fotografi, tekstur material, serta kemasan produk yang tampil pada kanal digital Arcisu. Penelitian menggunakan pendekatan deskriptif kualitatif dengan analisis semiotika Roland Barthes pada tingkat denotasi, konotasi, dan mitos. Data primer diperoleh melalui observasi visual dan dokumentasi konten pada situs web serta media sosial resmi selama Oktober 2025 sampai Januari 2026. Survei pendukung melibatkan 20 responden berusia 18 sampai 25 tahun yang dipilih secara purposif untuk menilai keterbacaan pesan keberlanjutan dan unsur budaya lokal. Hasil analisis menunjukkan bahwa material dan tekstur menjadi elemen paling dominan sebesar 35 persen, diikuti palet warna natural sebesar 30 persen dan ilustrasi atau fotografi sebesar 20 persen. Sebanyak 80 persen responden menyatakan unsur kearifan lokal terlihat jelas, 15 persen menilai cukup terlihat, dan 5 persen menilai kurang terlihat. Tekstur goni, warna bumi, pencahayaan natural, serta aksen batik dan motif Nusantara membentuk asosiasi terhadap kejujuran material, praktik kerajinan, tanggung jawab ekologis, dan identitas budaya Indonesia. Temuan tersebut memperlihatkan bahwa persepsi audiens mendukung pembacaan semiotik, meskipun jumlah responden yang terbatas membuat hasil survei tidak dimaksudkan untuk generalisasi statistik. Identitas visual Arcisu berfungsi strategis sebagai penghubung antara nilai lingkungan, warisan lokal, dan diferensiasi merek. Penelitian ini merekomendasikan konsistensi penerapan logo, transparansi informasi material, dan penguatan narasi proses produksi agar komunikasi keberlanjutan tetap autentik serta tidak berhenti pada kesan visual semata.

Kajian terhadap Dampak Short Video melalui Studi Kasus Kampanye Nuvo Family Lawan Brain Rot Mey Shity Ruspadilah; Wiwi Isnaini
Studia : Journal of Humanities and Education Studies Vol. 2 No. 1 (2026): August: Studia: Journal of Humanities and Education Studies
Publisher : CV Edukastra Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66749/xrxqzp70

The development of digital content on social media has changed the way people consume information. Short-form digital content, which is instant and tends to be hyperbolic, has the potential to affect attention span and thinking ability. This phenomenon is commonly referred to as Brain Rot, a condition characterized by decreased concentration and cognitive ability due to repeated exposure to short digital content. This study aims to examine the NUVO Family Fight Brain Rot, Let's Play Outside campaign as an educational campaign to raise public awareness of the negative impacts of excessive short-form digital content consumption. This study employed a qualitative approach using descriptive analysis through a case study of the campaign. Data were collected through observations of visual messages, narrative patterns, and communication strategies presented in the campaign. The findings indicate that the NUVO Family campaign can be categorized as an Ideologically/Cause-Oriented Campaign that applies visual communication strategies, social marketing, and parenting education to encourage behavioral change. The campaign not only encourages children to engage in outdoor activities but also increases parents' awareness of the importance of balancing digital media use with physical activities as an effort to reduce the negative impacts of excessive short-form digital content consumption.

Analisis Deskriptif terhadap Produk Jasuke dan Potensinya untuk Menjadi Sebuah Brand Dinar Yulyani; Wiwi Isnaini
Studia : Journal of Humanities and Education Studies Vol. 2 No. 1 (2026): August: Studia: Journal of Humanities and Education Studies
Publisher : CV Edukastra Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66749/7rq66r09

Jasuke (Jagung Susu Keju) is a popular contemporary snack in Indonesia, particularly in West Java. The combination of sweet corn, condensed milk, and cheese creates a distinctive taste that is widely recognized by consumers. However, the similarity of products and packaging among Jasuke sellers may make it difficult for consumers to distinguish one product from another. This condition indicates the need for stronger branding and visual identity to support product differentiation. This study aims to describe consumer perceptions of Jasuke products and identify their potential to be developed into a brand through branding and visual identity strategies. This study uses a descriptive quantitative approach supported by observation and literature review. Primary data were collected through an online questionnaire involving 36 respondents, while secondary data were obtained through observation, documentation, and literature review. The findings indicate that Jasuke has high category awareness among respondents, but its consumption frequency remains relatively low. Consumers also consider taste as the most important factor, followed by packaging, price, social media promotion, and visual identity. These findings indicate that Jasuke has potential to be developed into a stronger culinary brand through the integration of product quality, visual identity, packaging, and digital communication. This study is expected to contribute to the field of Visual Communication Design, particularly in the development of branding strategies for local food products.

Meningkatkan Emotional Branding Roti Bakar Eddy melalui Brand Refreshment Zabiel Firdi; Wiwi Isnaini
Studia : Journal of Humanities and Education Studies Vol. 2 No. 1 (2026): August: Studia: Journal of Humanities and Education Studies
Publisher : CV Edukastra Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66749/538qjd57

In an increasingly competitive culinary industry, brands are expected not only to excel in product quality, but also to build engagement through effective visual communication. This research examines Roti Bakar Eddy, a brand that possesses strong nostalgic value and customer loyalty, yet faces problems in the form of an inconsistent visual identity, unclear delivery of information, and fragmented communication across media. These conditions are further aggravated by competitors that are more digitally adaptive. This research aims to formulate a brand refreshment strategy in order to build a visual communication system that is more structured, consistent, and relevant to the behavior of urban audiences. The study applies a descriptive qualitative approach within a five-stage design thinking framework, namely empathize, define, ideate, prototype, and testing. Primary data were collected through semi-structured in-depth interviews with three loyal customers selected by purposive sampling, together with direct observation of the brand identity as applied to physical media and to the official social media account. The data were analyzed using SWOT analysis, a SWOT strategy matrix, audience segmentation, and the Lasswell communication model. The findings confirm an inconsistency of visual character between physical and digital channels, and identify color as the strongest marker in customer memory. Testing of the resulting design shows a fresher and more relevant impression while remaining familiar to long-standing customers. The study concludes that brand refreshment, rather than rebranding, is the appropriate strategy for a heritage culinary brand whose equity rests on nostalgia.

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