Meningkatkan Emotional Branding Roti Bakar Eddy melalui Brand Refreshment

Abstract

In an increasingly competitive culinary industry, brands are expected not only to excel in product quality, but also to build engagement through effective visual communication. This research examines Roti Bakar Eddy, a brand that possesses strong nostalgic value and customer loyalty, yet faces problems in the form of an inconsistent visual identity, unclear delivery of information, and fragmented communication across media. These conditions are further aggravated by competitors that are more digitally adaptive. This research aims to formulate a brand refreshment strategy in order to build a visual communication system that is more structured, consistent, and relevant to the behavior of urban audiences. The study applies a descriptive qualitative approach within a five-stage design thinking framework, namely empathize, define, ideate, prototype, and testing. Primary data were collected through semi-structured in-depth interviews with three loyal customers selected by purposive sampling, together with direct observation of the brand identity as applied to physical media and to the official social media account. The data were analyzed using SWOT analysis, a SWOT strategy matrix, audience segmentation, and the Lasswell communication model. The findings confirm an inconsistency of visual character between physical and digital channels, and identify color as the strongest marker in customer memory. Testing of the resulting design shows a fresher and more relevant impression while remaining familiar to long-standing customers. The study concludes that brand refreshment, rather than rebranding, is the appropriate strategy for a heritage culinary brand whose equity rests on nostalgia.