<![CDATA[Visual identity is a crucial element in building recognition and strengthening the Branding of MSME products. Kopi KUPAS (Kuda Diri & Pasi)—an MSME located in Pasi Village, Berampu District, Dairi Regency—previously lacked a strong visual identity, such as a distinctive logo or packaging; consequently, product recognition was limited to the local village area. This initiative aimed to implement a visual identity through logo and packaging design to support marketing efforts and strengthen the Kopi KUPAS brand. The study employed a descriptive-qualitative approach within a community service framework. Data collection involved observation, interviews, and documentation, conducted in two stages: assessing initial conditions and providing guidance on visual identity implementation. The results indicate that Kopi KUPAS now possesses a logo for identification and a packaging design that integrates the product's visual identity. Furthermore, the MSME operators gained an understanding of the roles logos and packaging play in building a brand and supporting marketing activities. The implementation of the visual identity transformed the product's appearance, making it more cohesive and distinctive, and better prepared for marketing efforts. Thus, implementing a visual identity serves as a foundational step toward strengthening Branding and supporting the marketing development of Kopi KUPAS. However, quantitative increases in sales and market expansion have not yet been measured, necessitating further evaluation.]]>
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