<![CDATA[While the coffee industry in Bandung experiences rapid saturation, many local businesses struggle with brand stagnation and loss of consumer relevance. This study investigates the rebranding strategy of Tovi Kohi, a cafe in East Bandung, focusing on the strategic reconfiguration of brand image to maintain competitive advantage. The research fills a gap in localized rebranding studies within the coffee sector, specifically exploring how visual identity and packaging transformation can recalibrate consumer perception in a niche geographic market. Utilizing a qualitative approach, data were collected through purposive semi-structured interviews with owners and customers, field observations, and document analysis, which were then processed using thematic analysis techniques. Results demonstrate that rebranding success hinges on four critical dimensions: consistent visual identity development, mnemonic brand naming, community-centric marketing, and the implementation of fresh, energetic packaging design—specifically utilizing color psychology (pink/yellow) to attract Gen Z and female demographics. This research contributes to the discourse on brand management by providing a framework for small-scale F&B enterprises to achieve strategic alignment with shifting market preferences.]]>
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