<![CDATA[This study examines how Minangkabau cultural identity is visually constructed and negotiated through the storefront displays of Warung Makan Padang Ampera (WMPA) in Java’s rantau (migration) context. Using a qualitative multi-site design, we documented 60 WMPA storefronts in Bandung, Yogyakarta, and Malang through systematic photography and field notes, complemented by photo-elicitation interviews with owners. Visual data were analyzed using Barthes’ tri-level semiotic framework (denotation, connotation, and myth) to identify recurrent signs and the cultural narratives they stabilize. The findings reveal a consistent set of identity anchors marawa color codes, Minangkabau roofline (gonjong) icons, and open paluang/stacked-plate showcases while typography, façade composition, and material treatments adapt to local urban constraints and market positioning. Beyond mapping recurring elements, the study argues that WMPA visual branding functions as a model of vernacular modernity, where recognizability is secured through stable anchors while urban viability is achieved through flexible, street-level adaptation. The significance of these findings lies in extending cultural branding and vernacular aesthetics scholarship from corporate and heritage settings to everyday micro-entrepreneurial foodscapes, showing how cultural identity and trust cues are maintained and recalibrated in ordinary commercial environments. Methodologically, this research contributes by operationalizing Barthes’ tri-level analysis for food-stall storefronts, offering a replicable protocol for interpreting visual identity in informal urban commerce.]]>
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