Strategi Pembaharuan Identitas Visual Dalam Meningkatkan Daya Saing UMKM “Moring Si KM” Di Desa Talun

Abstract

Visual identity renewal is a crucial strategy for enhancing the competitiveness  of SMEs in increasingly competitive markets. This journal explores the efforts to  update the visual identity of the SME Moring (Cimol Kering) "Si KM" in Desa Talun within the framework of Community Service through the Student Community Service Program (KKN). The study aims to assess the impact of visual identity renewal on the product's competitiveness in both local and regional markets. The research methodology includes an analysis of the initial situation, design of the new visual identity, implementation of the design, and evaluation of the impact. The results indicate that the redesign of the logo and packaging successfully improved the product's image and consumer appeal. The application of the new visual identity contributed to increased sales and expanded the product's distribution to a broader market. Additionally, digital marketing strategies used alongside the visual identity update effectively enhanced brand awareness and consumer engagement on social media. A major challenge in this process was balancing modern design elements with the traditional character of the product, which was successfully addressed through a collaborative approach