<![CDATA[The rapid growth of MSMEs in the culinary sector requires every business to have a clear visual identity to compete and create a good brand image. Warung Kecil, a culinary MSME in Depok City, faces the problem of an inconsistent visual identity that does not reflect the brand's character well, making it difficult for consumers to recognize. This study aims to redesign Warung Kecil's visual identity to represent the business's character and attract the attention of teenagers and students. The method used is a mixture of several methods with a Design Thinking approach, which includes the stages of empathy, definition, ideation, prototyping, and testing. Data collection was carried out through interviews with business owners, observations, literature studies, and the distribution of questionnaires to 102 respondents. The design results produce a new visual identity with a retro, warm, and familiar style, which is realized through the use of a bright color palette in a new retro style, retro-modern typography, a simple and dynamic layout, and illustrations and graphic elements inspired by the atmosphere of a traditional warung. This visual identity is applied to the logo, merchandise, and the Graphic Standards Manual (GSM) to maintain consistency of use across various media. This visual identity redesign is expected to strengthen Warung Kecil's brand image, increase consumer recall, and support the development of more professional and sustainable MSME branding.]]>
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