<![CDATA[Traditional culinary SMEs in Makassar, Indonesia, face a critical challenge: competing in visually-driven digital markets while lacking a cohesive brand identity and legal business prerequisites. This study explores the "zero-to-one" visual identity development for a 20-year-old unbranded traditional culinary SME using a qualitative Design Thinking framework (empathize, define, ideate, prototype, and test). Empirical data were collected through semi-structured stakeholder interviews, visual ethnography, and structured questionnaires distributed to 135 Generation Z and Millennial consumers in Jakarta. The design intervention developed the "Tallu Nona Nona" visual system, featuring a minimalist logo that simplifies the traditional Walasuji (interwoven bamboo) and the classic Lontara border. Quantitative user testing indicated high agreement across all visual design dimensions, agreement rates ranging from 94.27% to 95.88% based on Likert-scale assessments. Results indicate that integrating local cultural semiotics into contemporary design languages enhances brand recognizability and supports digital market readiness. Furthermore, the study demonstrates that establishing a formalized brand identity facilitates business formalization by supporting the Business Identification Number (NIB) registration process. This research contributes to the cultural branding discourse by presenting a structured framework for reinterpreting local heritage into modern visual systems to foster SME resilience.]]>
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