Eduvest – Journal of Universal Studies

Volume 2 Number 4, April, 2022

p- ISSN 2775-3735- e-ISSN 2775-3727

VISUAL BRANDING DESIGN REVIEW OF LOCAL COFFEE

STORE IN JAKARTA

Novena Ulita
Mercu Buana University, Jakarta, Indonesia
Email: [email protected]
ABSTRACT
The Indonesian government's campaign, which invites people to love local coffee
products, also reinforces the habit of drinking coffee as a contemporary lifestyle.
This has resulted in the emergence of local coffee shop product brands in Jakarta
that compete with local, non-branded coffee shops, which have seen a lot of
demand. This competition ultimately triggers the creativity of producers in creating
brand identities as part of the product's marketing power. This study aims to review
the visual branding design of local coffee stores in Jakarta. This study uses a
qualitative method with a netnographic approach and case studies. This study uses
netnographic methods related to the existence of local coffee shops in digital
artifacts that are accessed online. By using visual branding and brand identity
theory, this study aims to find trends and big ideas in visual design for local coffee
shop branding in 2015–2018 in Jakarta as part of the image of Indonesian local
brand identity. The results of this study conclude that overall, the visual elements
used to describe marketing strategies with big ideas are keywords that are different
from each other by describing their respective advantages. The dominant colors
used by the eight visual branding samples also support the big idea of professional,
classic, modern, locality, ethnic, cultural, and romantic keywords that build these
emotions in consumers. This is finally becoming a trend in Jakarta when it comes to
how local coffee shops build their brands.
KEYWORDS Brand Identity, Coffee Shop, Visual Branding
This work is licensed under a Creative Commons
Attribution-ShareAlike 4.0 International

INTRODUCTION

The phenomenon of the Indonesian lifestyle of enjoying a cup of coffee is

influenced by various factors. According to one online media outlet, the change resulted in
an increase in the number of people who enjoy a cup of coffee. This can be seen by the
number of bloggers who write about their experiences enjoying coffee and also share
Novena Ulita. (2022). Visual Branding Design Review of Local Coffee
How to cite: Store in Jakarta. Journal Eduvest. Vol (2): 684-697
E-ISSN: 2775-3727
Published by: https://greenpublisher.id/
Novena Ulita

Instagrammable photos at certain coffee shops. The digital artifact recording has attracted
the attention of the public, especially the younger generation, in choosing their favorite
place to enjoy a cup of coffee. A journal also stated that lifestyle changes began in 2014 in
several cities in the world. People began to switch from drinking in bars to drinking in
coffee shops; this also happened in Jakarta. The changing lifestyle is in line with the cultural
habits of the Indonesian people, who like to gather and tell stories, thus increasing the habit
of drinking coffee in coffee shops. The potential for quality local coffee products in
Indonesia also supports the increase that occurs (Cahya, 2017). Rhenald Kasali (2010)
writes in his book Change that drinking coffee today is not only about eliminating
sleepiness or fatigue from one's routine, but also about becoming a part of one's lifestyle
(Wardhana & Iba, 2014).
The activity of enjoying coffee in a coffee shop has become a community habit that
will continue to exist. The habit of drinking coffee in coffee shops has been introduced in
the world since 1475, when Kiva Han, who was in the city of Constantinople (Instambul),
Turkey, opened a shop to serve visitors for the first time, serving Turkish coffee. In Europe,
the habit of drinking coffee with cream and sugar began to develop starting in 1529, along
with the establishment of the first coffee shop in Europe. It started in the Austrian city of
Vienna, which was then invaded by the Turkish army, so that at the same time the Turkish
soldiers left a lot of coffee supplies in Vienna. Then the development and spread of coffee
shops extended to England. The first coffee shop in England was opened in 1652, and the
development of coffee shops in Europe was influenced by Turkish culture. Coffee was the
most important part of Turkish society at the time, and it has since become part of European
culture while in Indonesia. In England, the term "coffee bar" evolved, and visitors gave tips
on the available jars as a form of expression of gratitude. The small coffee shop founded
by Edwar Llyod in 1668 became a business center and eventually spread to other European
countries, starting from Italy in 1654, then to Paris in 1672, and finally to Germany in 1673
(Yuliandri, 2015).
In Indonesia, coffee shops were first introduced in 1878 under the name Warung
Tinggi Tek Sun Ho in Jakarta, then continued with Warung Kopi Ake in 1921, Kedai Massa
Kok Tong in 1925, Kedai Es Kopi Tak Kie in 1927, and Warung Kopi Purnama in
Bandung. 1930. Coffee was introduced when the Dutch government brought in Arabica
coffee beans in 1696, which were planted on the island of Java. Coffee products are the
mainstay of the Dutch government, which believes Java to be promising (Asriyati, 2019).
After experiencing several attempts and disasters in the history of coffee in Indonesia, it
continues to grow to this day. Finally, robusta coffee products, which finally thrive in
several regions of Indonesia and have a distinctive taste and quality, have made Indonesian
coffee famous in the international realm (Senja, Maria, & Oktavianty, 2018).
In addition, enjoying coffee in coffee shops has also become a community habit to
this day, starting in rural areas and moving to urban areas in Indonesia. The habit of
drinking coffee in several regions of Indonesia is in line with the socio-cultural influence
of the Indonesian people, who like to tell stories during their spare time. However, there
are also some traditional cultural rituals that use coffee as part of ritual offerings; coffee is
believed to be a drink of the gods used to provide enlightenment and connection to the
spiritual world (Gumulya, 2018). Along with the influence of globalization and the
discourse of modernization, it also causes a shift in behavior in the consumptive culture of
Indonesian society. In this case, the behavior of drinking coffee is said to be consumptive
behavior because it becomes a trend and pride in itself when you can drink coffee at famous
coffee shops. This consumptive behavior then makes commodity products from the cultural
industry into signs that provide identity for those who consume them (Khoirunnisaa, 2021).

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Coffee is also a drink that is known around the world and is a commodity product (Wei et
al, 2019).
This is what later contributed to the rapid development of the coffee shop industry
in big cities, one of which was Jakarta. This trend has helped local coffee shop producers,
especially those who compete with non-local coffee shops that were previously known. By
creating unique branding ideas and having quality characteristics and tastes as well as
attractive and creative visual designs, producers are also competing in the contemporary
coffee shop industry. This effort is carried out as part of a marketing strategy to become
the center of attention and be popular as an Instagrammable community in the online world
known as netizens.
"Branding" is the ability of a product to distinguish itself from others. This identity
is then presented together with branding, which is known as "visual branding." Visual
branding observed from the point of view of the field of visual communication design
becomes an interesting case study to study at contemporary local coffee shops in Jakarta.
Examining the visual branding of Jakarta's local coffee shops over the last five years results
in a documentation note that can be used as a reference and to position the presence of local
coffee shops in the industry today. The purpose of this research is to photograph the
industry from the local coffee shop business in Indonesia, specifically in Jakarta.

RESEARCH METHOD

This research uses a qualitative method with a netnographic approach and a case
study. Netnography is a research method that is carried out online to collect digital artifacts
in the form of available records regarding a matter. A case study is a method of looking at
a case from the phenomenon that occurs, how the case process occurs, what influences the
case, and why the case becomes interesting enough to warrant further investigation
(Sumartono, 2017). With the two methods used, researchers were able to photograph,
review, and position the visual branding of local coffee shops in Jakarta from 2015 to 2020.
The method of collecting data was online observation, reviewing literature related to the
history of coffee and coffee shops in Indonesia, and also collecting documentation data
available on social media platforms such as Instagram and Youtube.

RESULT AND DISCUSSION

A. Coffee Business and Local Coffee Shop in Indonesia

Based on data from the International Coffee Organization (ICO), Indonesia is the
fourth coffee bean-producing country in the world, producing 685 thousand tons of coffee
beans per year, or around 8.9% of the world's coffee (Lee et al, 2019). Various types of
coffee are produced and spread in several regions in Indonesia. Indonesian coffee beans
have their own characteristics depending on the environment, nature, humans, or a
combination of the three. Lampung is known as the largest coffee producer in Indonesia,
which has robusta coffee. On the island of Sumatra, for example, you can see many types
of quality coffee that are also well known in foreign countries, such as North Sumatra
Sidikalang coffee, Mandailing coffee, Acehnese Gayo coffee, South Sumatra coffee, and
so on. On the island of Java, Indonesia is also known for Malang coffee, which is similar
to the one in Lampung, Bali coffee, and many other types of coffee (Bunardi, 2021).
Indonesia as an archipelagic country has the charm of a very diverse archipelago coffee
taste, and the taste is also a taste that has high export quality standards..

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The availability of high coffee production has also contributed to the increase in
business opportunities for coffee shops, which have finally developed rapidly in Indonesia.
The high number of local coffee shops in Indonesia that extend to the regions is a
phenomenon in itself. The emergence of famous coffee shops in Jakarta in various areas
also supports changes in people's lifestyles, especially the current generation (Herlyana,
2014). Drinking coffee in a different and more exclusive place also changes the meaning
of the identity of coffee connoisseurs. There is a distinct impression that is different when
just drinking coffee at home or at a coffee shop without using a particular brand. Thus, in
the local coffee shop business competition, branding activities in coffee shops are an
important consideration. Local coffee shops no longer have to compete with other local
coffee shops or local coffee shop brands. Instead, they now have to compete with non-local
coffee shops, which used to be common in shopping malls in Indonesia's big cities. .
According to Toffin and MIX, there are four waves of travel for the coffee shop
industry in Indonesia. The first wave happened when the type of coffee sachet was only
sold in traditional coffee shops or coffee shops. Only a few modern coffee shops provide
coffee menus, such as Olala (1990) and Excelso (1991). There are at least four brands in
power at this time: Kapal Api (1927), Kopi ABC (1985), Nescafe (1971), and Torabika
(1977). The second wave was marked by the presence of Starbucks (2002), Segafredo
(2002), and Coffee Bean (2001) in Indonesia. Starbucks first opened its outlet in Ratu
Plaza, Jakarta, until the rapid expansion was carried out by the license holder, PT. Boga
Adiperkasa Tbk provides transportation to all major cities in Indonesia. In the third wave,
Toffin mentions Tanamera Coffee (2013) as a milestone. Anomali coffee was also present
in Jakarta, which enlivened the market in 2007. Customers began to pay special attention
to the brewing process of coffee made by coffee shops. The presence of a coffee machine
becomes a visual reference for customers. In this third wave, J.Co. Donuts & Coffee (2013)
and Lippo Group with Maxx Coffee (2015) also appeared. Maxx Coffee competes to
present local coffee shops (local coffee products), but with non-local nuances that dare to
compete in various shopping centers in the capital city of Jakarta. The fourth wave occurs
because the market is growing rapidly. More and more coffee customers are growing due
to the rise of cafe-style ready-to-drink coffee products introduced by coffee-to-go outlets
(local coffee shops) such as Tuku, Fore, Kopi Kenangan, Promise Jiwa, and so on at much
lower prices. affordable. The fourth wave is also marked by the existence of a market for
beginner coffee lovers who are not accommodated by sachet coffee or specialty coffee.
This market is dominated by Millennials and Gen Z (Kurniawan & Dewi, 2017). They want
coffee with a sweet taste that is typical of Indonesia. As a result, in the fourth wave of the
local coffee shop industry (Mada et sl, 2020), a blend of espresso, milk, and palm sugar
became very popular.
The development of local coffee shops in the fourth wave from 2015 to 2020
continues to experience a significant increase. This can be seen from the results of online
news digital artifacts that document the number of famous coffee shops from year to year,
especially in Jakarta. The following are the numbers of famous local coffee shops in Jakarta
from 2015 to 2020, based on research data:
Table 1. Recapitulation of Local Coffee Shops in Jakarta from 2015-2020
Year 2015 2016 2017 2018 2019 2020
Number of Local 32 45 71 99 149 190
Coffee Shops Listed
and Famous in Online
News
(Source: based on researcher data processing through news in online media, 2020)

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From the digital news artifact sources available on the internet search engine above,
there has been an increase in the number of local coffee shops that occurred from 2015 to
2020. This increase is not only due to the emergence of varied brand names but is also seen
in the amount of news coverage related to famous coffee shops in Indonesia. Jakarta. In
other words, the need for consumers to look for references to local coffee shops as a special
choice of places to enjoy coffee at local coffee shops is also increasing. It was recorded that
in 2020, data collection provided 11 local coffee shop news stories, which were properly
presented as a means of information and consumer references available on search engines,
compared to 2015, which only provided 4 news stories covering local coffee shop
references. in Jakarta.
Previous research found that several things led to the big change in the number of
local coffee shops in Jakarta in 2015, including:
1. The presence of the Maxx Coffee brand which dares to compete on a large scale
through price competition with non-local coffee shops has made coffee connoisseurs
begin to shift and split in various shopping centers.
2. The emergence of coffee philosophy novels and films has helped shape consumer
perceptions and consumer purchasing decisions not only based on the enjoyment of the
coffee products offered, but also from the concept or idea with unique characters
offered to consumers, especially millennial styles.
3. Increasing coffee exports, the ICO (International Coffee Organization) in 2015 also
noted that in Indonesia there was also an 8% growth in coffee drinkers, exceeding the
world's growth of only 6%.
In addition, the increase in local coffee shops is also influenced by the number of
artists who open local coffee shops as businesses so that they increasingly provide a
contemporary identity for the younger generation, which also wants to be part of the
"instagrammable consumer" (Shidqiyyah, 2016), as well as the rise of franchise businesses
that developed in Indonesia, which was covered in Mitra Investor Magazine in March 2015
as an interesting topic for entrepreneurs at that time (Farikha, Agustina, & Pancahwati,
2015).
Table 2. Growth of Coffee Shop Franchise in Indonesia
Brand First Opening Number of Outlets
Coffee Bean 2001 108
Starbucks 2002 421
McCafe 2005 40
Jco Donut & Coffee 2005 273
Coffee Toffee 2006 100
Anomali 2007 13
First Crack 2012 4
Djournal Coffee 2013 21
Tanamera2013 2013 13
Common Grounds 2013 8
Tuku 2014 7
Filosofi kopi 2015 3
Maxx Coffee 2015 74
Ombe Kofie 2015 6
Upnormal Coffee 2016 20
Bhumi Kopi 2017 2
Kopi Kenangan 2017 175
Kopi Soe 2017 150
Kulo 2018 300

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The Gade Coffee&Gold 2018 34

Janji Jiwa 2018 500
(Source : Mada, 2020)
From the table above, it can be seen that local coffee shop brands are able to compete
quantitatively with non-local brands such as Starbucks, which was recorded from 2002 to
2020 with only 421 outlets, while the promise of a soul within two years of its presence is
comparable to having 500 outlets. This figure is certainly very drastic and proves that local
coffee shop brands are able to compete in the market. This is, of course, not only
strengthened by a good management system operationally but also influenced by strong
brand management. Thus, the brand image that is present through consumer perceptions
also provides support for the existence of local coffee shops today. Customer satisfaction
and corporate brand image influence consumer loyalty (Yu Te Tu, 2012). The role of coffee
brand positioning and customer perception Customer perception is strongly shaped by the
attributes of service quality, coffee quality, variety of food and beverages, atmosphere,
extra advantages, lifestyle, and price (Wardhana, 2014). In addition, the role of product
identity is an important part that needs to be considered so that the existence of local coffee
shops can get a place and survive in the hearts of consumers. The identity of the product,
which is then visualized through visual branding, is a unique and creative identity that
makes local coffee shops competitive (Ulita, Color Review on Visual Branding of Local
Coffee Shops, 2019).
B. Trends in Visual Branding of Local Coffee Shops in Jakarta
This study analyzes the visual branding of local coffee shops in Jakarta according to
six (six) basic design elements (Dacin and Brown, 2012; Stoimenova, 2017), namely brand
names, logos, color palettes, icons and symbols, typography, and image and photography
style. The observations were obtained from the visual aspects observed from each object
attached to the local coffee shop branding, including logos, exteriors, interiors, product
packaging designs, and designs on social media. However, in writing this journal, only two
aspects of visual branding are discussed, namely the brand name and logo.
a. Local Coffee Shop Brand Name Trends in Jakarta
Coffee shops in Indonesia are often referred to as "cafés." Terminologically, the word
"café" comes from the word "coffee," which means coffee. The habit of drinking coffee
has been known for a long time in several cities in Indonesia, especially in the capital city
of Jakarta. Some coffee shops appear as a result of the main activities of the community in
an area. For example, in the areas of educational environments, shopping centers, and
downtown entertainment centers, there is a concept of a coffee place that is deconstructed
differently by the manager as a form of providing for the needs of the community around
the environment. The architectural pattern and design style of the coffee shop are used as
an interaction value for the visitors, who do not directly interact but have visual and
emotional contact. With an attractive visual design and packaging, this coffee shop can be
a location that has its own meaning in the minds of its visitors. Therefore, the use of visual
elements in it as a medium of communication, giving meaning through visuals in the design
or as a form of representation of an identity represented by the place, is a valuable element
in showing images, writing, information, and aesthetic elements that increase the meaning
of a place.

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The very fast growth of the coffee shop business encourages business people to
compete in every activity, including in the marketing field. In this marketing field, business
people conduct competitions, including in determining visual branding. Business people
must always be aware of the strategies of competitors who are trying to grab market share.
The creation of a brand that consumers can always remember can be one of the things that
keeps consumers from switching to other brands. As a result, it is necessary to make an
effort so that a product's brand is always associated with the minds of consumers. One
strategy that can be used to form a long-term relationship between brands and consumers
is to build and manage brand equity appropriately (Lassar, Mittal, & Sharma, 1995).
Along with the brand image, the brand identity is another part of the branding
strategy that helps it work. This brand identity is known as "brand identity" because it
ensures that the brand is easily recognized and remembered by consumers among other
brands on the market. The identity of the brand is not only shown through the name but is
also represented through visual elements, which are then known as "visual branding."
The name and how strong a brand is is an important asset, especially for a coffee
shop business. A brand is a commodity for consumers, and if managed properly, it can
increase the competitive advantage of a business (Kim et al., 2018). On the other hand,
many coffee shops, both national and international, are easily recognized by their identities.
Consumers can easily remember a brand through the symbols presented by the brand. For
example, the green circle symbol with the image of a woman with a crown as the Starbucks
coffee logo will be different from the symbols presented by Coffee Bean and Maxx Coffee,
even though they use similar visual elements. The founder of the Promise Jiwa brand, a
well-known local coffee shop business in 2020, also said:
“….In the food and beverage industry, a product market fit is needed to get
products that consumers like, one of which is using the five senses. From the point
of view, make sure the brand logo represents its identity. From the taste, the taste
must be prioritized because the tongue cannot be deceived. Then, from the touch, it
is necessary to ensure that the packaging must make it easier for consumers, not
bother them. Fourth, the sense of smell talks about the aroma of coffee, aroma is the
most important key in making coffee because it talks about quality. Lastly, listening,
when a brand is well received by consumers through strong word of mouth.” (Nabila
et al., 2020).
The following are the local coffee shop brand names found from data collection in
this study:
Table 3. Brand Names of Local Coffee Shops with the Most News in 2015-2020
2015 2016 2017 2018 2019 2020
Tanamera Ninotchk Tanamer Tanamera Anomali Anomali
Coffee a Coffee a Coffee Coffee
and Cakes
Woodpecke Giyanti Ruang Anomali Woodpecker Giyanti Coffee
r Coffee Coffee Seduh Coffee Roastery
Roastery Coffee
Giyanti 1/15 Kopi Common 1/15 Coffee 1/15 Coffee
Coffee Coffee Kina Grounds
Roastery
1/15 Coffee Pigeon Ombe Woodpecke Kopimana2 Pigeon Hole
Hole Kofie r Coffee 7 Coffee
But First Ruang Giyanti Toko Kopi Lucky Cat &
Coffee Sedu Coffee Tuku Coffee
Roastery

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Coffee
Shop
Toko 1/15 Coffee Kopi Ottomans’Coffe
Kopi Kenangan e
Tuku
Sagaleh Kopi Kulo Bakoel Koffie
Di Kopi Janji
Bawah Jiwa
Tangga
Kopi Kopi Soe
Oppa
Kopi Cliq Coffee
Kebut & Kitchen
Kopi
Kawi
Coffee
Smith
(Source: based on researcher data processing through news in online media, 2020)
If seen from the table above, there are five local coffee shop brands that can be said
to have succeeded in building brand image and brand awareness while still maintaining
their existence, namely: Tanamera, Giyanti Coffee Roastery, 1/15 Coffee, Anomali, and
Woodpecker Coffee. In naming local coffee shop brands, from 2015 to 2020, more and
more local terms were used; this also affected the brand's ease of pronunciation and
memory for consumers in Indonesia. For example, brands such as Toko Kopi Tuku, Kopi
Oppa, Kopi Kebut, Kopi Kawi, Anomali, Tanamera, Under the Stairs, Coffee Brewing
Room, Sagaleh, Kopi Kenangan, Kulo Coffee, Promise Jiwa Coffee, Soe Coffee, and
Bakoel Koffie So, a brand name that is easy for local people to say makes it easier for them
to remember the brand.
a. Visual Branding Strategy for Local Coffee Shops in Jakarta
To conduct a design review of the visual branding strategy of local coffee shops in
Jakarta, a sample from each year is needed so that we can capture the similarity of the
patterns formed. The selected visual branding sample was obtained from the level of
popularity of local coffee shop brands in Jakarta, which had the highest frequency of news
coverage in online media and the highest level of popularity on social media from 2015 to
2020. The following is a description:
Table 4. Sample Selection for Observing Visual Branding Strategy
Year Brand Frequency Posts Followers Hashtag Posts and
Name of Online Instagram Instagram Hashtag Frequency
Media
Reporting
Tanamera 4.283 108rb #tanameracoffee
2015 Coffee 3 22.9 rb post
643 8884 #woodpeckercoffee
Woodpecker 3 1000 post
Ninotchka 1.142 11,7 rb #ninotchkacafe
Coffee and 100 post
2016 Cakes 2

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952 22,8 rb #giyanticoffeeroastery

Giyanti 2 1000 post
Toko Kopi 146 70,1 rb #tokokopituku
2017 Tuku 4 1000 post
3.245 44,1 rb #onefifteenthcoffee
2018 1/15 Coffee 7 1000 post
Tanamera - - -
Coffee 8
Toko Kopi - - -
Tuku 8
Toko Kopi - - -
2019 Tuku 4
Anomali 1.320 55.1 rb #anomalicoffee
Coffee 4 16.6 post
Kopi Janji 1.731 442 rb #janjijiwa
jiwa 5 61,3 rb post
Kopi 2.022 285 rb #kopikenangan
Kenangan 5 55,5 rb post
Pigoenhole 2.885 35,9 rb #pigeonholecoffee
2020 Coffee 5 5000 post
Lucky Cat 210 9.728 #luckycatcoffeekitchen
& Coffee 4 1000 post
Ottomans 1.522 16,3 rb #ottomanscoffee
Coffee 4 1000 post
(Processing data through online observation as of December 30 2020)
Therefore, from the table above, eight (eight) samples were obtained to be analyzed,
representing each year, namely the local coffee shops Tanamera Coffee, Giyanti Coffee
Roastery, Tuku Coffee Shop, Anomali, 1/15 Coffee, Promise Jiwa Coffee, Kenangan
Coffee, and Pigoenhole Coffee. . If you look at the popularity of the post, here's a visual
analysis of the brand based on aspectsof thef logo, color, and typography:
Table 5. Analysis of Visual Branding Based on Brand Logo
Brand Visual Branding Analysis based on Lawand (2015) and
Aspects (Logo) Sabrina Moch Rasyid (2015)
Tanamera This logo uses a logotype that visually
Coffee has an association between visuals and the
brand name that is present, namely using the
visual element of red and the name of the
plantera, which means red soil. This logo is
visually easy to remember and also easy to
pronounce, putting forward the vision and
mission as part of the pride of Indonesia and
using a classic design style.
The big idea that the keyword of this
visual is branding is professional and classic.

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Giyanti Coffee This logo is a logomark and logotype

Roastery using a golden yellow color, which is very
close to Javanese culture. But it still gives a
classic impression. The symbol in the logo is
formed by deforming the gunungan icon
(Javanese culture), coffee machine, and
ribbon. This logo provides an association
with the brand's vision and mission, which are
unique and, at first glance, reminiscent of the
history of the famous Giyanti Agreement,
making it easier for consumers to remember
and pronounce. The big ideas that are the
keywords of this visual branding are ethnic,
classic, and elegant.
1/15 Coffee This logo uses a logomark using black
and white visuals, circles, and numbers that
mean "one fifteenth" in English and are
associated with the brand name "One
Fifteenth Coffee." This logo is a form of
transformation from split coffee beans, but
with a modern design style. This logo has a
modern appearance; it is simple but still
conveys a clear standardization in the
enjoyment of a cup of coffee. One fifteenth is
the right amount of coffee to use in brewing a
cup of coffee, so this is the advantage of this
coffee shop. This makes the logo easy to
remember and easy to pronounce.
The big idea that the keyword of this
visual is branding is professional and modern.
Anomali This logo uses a logomark and
Coffee logotype that are easy to remember because
they use simple visuals. The icon shown is a
stylized shape of the coffee bean. The color
used is red, which is the color of coffee beans
that are ready to be harvested. This is what
forms an association with the superior image
of this brand, namely, Indonesia's best coffee
harvest. The logo presented is easy to
remember and to pronounce.
The big idea that the keyword of this
visual is branding is locality, professional and
modern.
Toko Kop Logo using a logomark and logotype.
Tuku The logo displayed is a stylization of the
shape of the coffee bean and the glass symbol
into a new, unified form. The advantage of
this brand is its glass milk coffee. The logo is
simple and easy to say because it incorporates
a local term, the Javanese word "tuku," which

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means "to buy." The colors used in the logo

are dominated by black and white.
The big ideas that the keywords of this
visual are branding are locality, kinship and
ethnicity.
Kopi Janji Logo using a logomark and logotype.
Jiwa The logo displayed is a form of the pinky
finger promise symbol, which is simplified by
stylization. The advantage of this product is
the taste of the coffee, which is maintained as
a commitment that is firmly held by this
brand. The logo is simple and uses a local
term that means the promise of the soul from
the heart as an expression of sincerity to its
consumers. The colors in the logo are
dominated by black and white.
The big ideas that the keywords of this
visual are branding are locality and romance.
Kopi This logo uses a logomark and
Kenangan logotype. The italicized logo displayed is a
symbol of the memory of loveplayed is a
symbol of the memory of love. The advantage
of this product is the taste of coffee that can
always be remembered because it instills a
sense of love in the hearts of consumers. This
logo is simple and uses local terms, namely
"memories," with a lettering design style. The
colors used in this visual branding are black
and white.
The big ideas that are the keywords of
this visual branding are locality and romance.
Pigeonhole This logo uses a logomark and
Coffee logotype. The logo displayed is a symbol of a
dove and a cup of coffee. The advantages of
this product are described with the dove
symbol as a symbol of loyalty. The image of
taste that is always faithful is presented as a
priority for this brand to its consumers. This
logo uses foreign terms with a vintage design
style. The colors used in this visual branding
are black and white.
The big ideas that the keywords of this
visual are branding are professional, modern
and classic.
(Source: Researcher data processing, 2020)
From the eight local coffee shops mentioned above, which were used as samples in
this study, it can be seen that the similarities in the patterns formed were visually always
using the colors of the coffee bean elements (red, green, yellow, black, and white) and more

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dominantly using a combination of logomarks and logotypes. . This strategy is an

effort to strengthen the brand name to make it easier for consumers to remember. The
formation of icons and visual elements is associated with coffee beans, using either
stylized, deformed, or transformational forms.Overall, the visual elements that are used to
describe marketing strategies that use big ideas as keywords are different from one another
because they show their own benefits. This eventually becomes the brandidentity,y which
is called the product brand identity.
The visual branding strategy is not only built through the formation of a logo, but
also from other visual aspects that can be captured by the five senses of consumers. This is
also in accordance with the theory of sensory marketing, which uses the senses as an effort
to build brand awareness among consumers. According to previous research conducted, the
color trend in local coffee shop visual branding from 2015 to 2018 was black and white as
the primary colors, while the secondary colors often used in local coffee shop visual
branding were red, brown, green, and yellow. (Ulita, 2019: 217). With this color trend,
visually it also builds emotion for consumers in stimulating product brand awareness so
that brands are increasingly remembered or provide long-term memory to consumers. The
dominant colors used by the eight samples of visual branding also support the big idea of
professional, classic, modern, locality, ethnic, cultural, and romantic keywords that build
these emotions in consumers.
By using a sensory marketing perspective (Pradana, 2017), visual branding can
increase positive behavior by building consumer emotions. Therefore, the visual branding
strategy is applied consistently to every element or marketing tool used by the product.
Judging from the eight (8) samples of local coffee shops above, the application of a visual
branding strategy is consistent with the branding elements captured by the five senses of
consumers. Visual branding is mostly done through the eyes, from the outside and inside
of the room to menu books, packaging, employee uniforms, Instagram, merchandise, and
promotional banners.

CONCLUSION

In addition to the brand image created by carrying out the branding strategy, it is also
strengthened by a deliberately formed brand identity. This brand identity is known as an
identity that makes the brand easy to recognize and remember by consumers in the market.
There are five local coffee shop brands that can be said to have succeeded in building brand
image and brand awareness while still maintaining their existence, namely: Tanamera,
Giyanti Coffee Roastery, 1/15 Coffee, Anomali, and Woodpecker Coffee. In naming local
coffee shop brands, from 2015 to 2020, more and more local terms were used; this also
affected the brand's ease of pronunciation and memory for consumers in Indonesia. Thus,
a brand name that is easily pronounced by local consumers strengthens the brand identity
of consumers in the development of local coffee shops in Jakarta.
In addition, the samples in this study also found similarities in the patterns formed,
namely, visually always using the colors of the coffee bean elements (red, green, yellow,
black, and white), and more dominantly using a combination of logomarks and logotypes.
This strategy is an effort to strengthen the brand name to make it easier for consumers to
remember. The formation of icons and visual elements associated with coffee beans, using
either stylized, deformed, or transformed forms. Overall, the visual elements that are used
to describe marketing strategies that use big ideas as keywords are different from one

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Volume 2 Number 4, April 2022

another because they show their own benefits. The dominant color used by the eight
samples of visual branding also supports the big idea of professional, classic, modern,
locality, ethnic, cultural, and romantic keywords that build these emotions in consumers.
This has finally become a trend in Jakarta when it comes to how coffee shops brand
themselves visually.

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