1 KOLEJ KEMAHIRAN TINGGI MARA REMBAU CORPORATE IDENTITY: WILDTRAK KOPI This report submitted in accordance with requirement of the Kolej Kemahiran Tinggi MARA Rembau for the Diploma in Digital Media Design NURUL QURRATU AINNI BINTI NORSAM DEPARTMENT OF DIGITAL MEDIA DESIGN 2023
2 KOLEJ KEMAHIRAN TINGGI MARA REMBAU TAJUK : WILDTRAK KOPI SESI PENGAJIAN: JULAI – DECEMBER 2023 Saya NURUL QURRATU AINNI BINTI NORSAM Mengaku membenarkan Laporan Projek Akhir ini disimpan di Perpustakaan Kolej Kemahiran Tinggi MARA Rembau dengan syarat-syarat kegunaan seperti berikut: 1. Laporan Projek Akhir adalah hak milik Kolej Kemahiran Tinggi MARA Rembau dan penulis 2. Perpustakaan Kolej Kemahiran Tinggi MARA Rembau dibenarkan membuat salinan untuk tujuan pengajian sahaja dengan izin penulis 3. Perpustakaan dibenarkan membuat Salinan laporan Projek Akhir ini sebagai pertukaran antara institusi pengajian tinggi. 4. **Sila tandakan (√) SULIT Mempunyai maklumat yang berdarjah keselamatan atau kepentingan Malaysia termaktub dalam Akta Rahsia Rasmi 1972 TERHAD Mengandungi maklumat terhad yang telah ditentukan oleh organisasi/badan dimana penyelidikan dijalankan TIDAK TERHAD ……………………………… TANDATANGAN PENULIS ………………………………. TANDATANGAN PENYELIA Cop Rasmi ALAMAT: TARIKH: TARIKH: BORANG PENGESAHAN STATUS LAPORAN PROJEK AKHIR
3 DECLARATION I hereby, declared this report entitled “CORPORATE IDENTITY: WILDTRAK KOPI” is the results of my own research except as cited in references. Signature : ……………………………………………….. Author’s Name : ……………………………………………….. Date : ………………………………………………..
4 APPROVAL This report is submitted to the Department of Digital Media Design KKTM Rembau as a partial fulfilment of the requirements for the Diploma in Digital Media Design. The member of the supervisory committee is as follow: ………………………………….. (Signature of Supervisor) Official Stamp of Supervisor
5 APPROVAL This report is submitted to the Department of Digital Media Design KKTM Rembau as a partial fulfilment of the requirements for the Diploma in Digital Media Design. The member of the supervisory committee is as follow: ………………………………….. (Signature of Head Department) Official Stamp of Head Department
6 DEDICATION This project is dedicated to my parents, whose prayers always surrounded me until I become what I am now. And finally, to my brothers, sisters, friends, lecturers, and all who are proud of my achievements.
7 ACKNOWLEDGEMENT First, and most importantly, praise and thanks to Allah (God), the merciful, for giving me the inspiration, wisdom, strength, and endurance to complete this dissertation. I would also like to thank my brilliant advisor, Sir Huzaini Bin Saari. For your guidance and support on this semester. Your dedication to teaching and willingness to help students succeed has made a significant impact on my academic journey. Your lectures were engaging and informative, and your willingness to answer questions and provide feedback was greatly appreciated. Your encouragement and belief in my abilities gave me the confidence to strive for excellence. Also, I would like to express my gratitude and appreciation to those who gave me the possibility to complete this semester. Special thanks are due to my supervisor Madam Rosfaizah binti Md Tawil whose help, stimulating suggestions encouragement helped me in all time. I also sincerely thanks for the time spent proofreading and correcting my many mistakes. My gratitude and my appreciation should go also to my family; my parents for their prayers, love, and endless support.
8 TABLE OF CONTENT DECLARATION Error! Bookmark not defined. APPROVAL Error! Bookmark not defined. DEDICATION Error! Bookmark not defined. ACKNOWLEDGEMENT Error! Bookmark not defined. TABLE OF CONTENTS 8-9 LIST OF FIGURES 10-11 CHAPTER 1 INTRODUCTION 12 1.1 Research Background 12 1.2 Problem Statement 14 1.3 Objective 15 1.4 Research Question 16 1.5 Hypothesis 17 1.6 Scope 18 1.7 Limitation 19 CHAPTER 2 LITERATURE REVIEW 20 2.1 Introduction 20 2.1.1 State-of-the-Arts 2.2 Research Gap 23
9 CHAPTER 3 RESEARCH METHODOLOGY 25 3.1 Research Design 25 3.2 Delimitation of the study 26 3.3 Population of the study 26 3.4 Sample of the population 28 3.5 Sampling Techniques 3.6 Instrument for data collection 28 3.7 Validation of the questionnaire 28 3.8 Method of data analysis 29 3.9 Summary 33 CHAPTER 4 RESULT AND DISCUSSION 34 4.1 Pre-production 34 4.2 Production 39 4.3 Post production 42 4.4 Result finding of survey 44 CHAPTER 5 RESULT AND DISCUSSION 44 5.1 Conclusion 45 5.2 Recommendation 46 REFERENCES 47
10 LIST OF FIGURES FIGURE NO. TITLE PAGE Figure 1.1 Total coffee consumption in Malaysia from 2013 to 2021 with a forecast for 2022 1Error! Bookmark not defined. Figure 1.2 Lack of visual appeal 14 Figure 3.1 Percentage of Respondents’ Gender 26 Figure 3.2 Percentage of Respondents’ Age 27 Figure 3.3 Percentage of Respondents’ Occupation 27 Figure 3.4 Question 4 in survey 29 Figure 3.5 Question 5 in survey 29 Figure 3.6 Question 6 in survey 30 Figure 3.7 Question 7 in survey 30 Figure 3.8 Question 8 in survey 30 Figure 3.9 Question 9 in survey 31 Figure 3.10 Question 10 in survey 31 Figure 3.11 Question 11 in survey 32 Figure 3.12 Question 12 in survey 33 Figure 4.1 Logo Sketch 34 Figure 4.2 Letterhead Sketch 35 Figure 4.3 Envelope Sketch 35 Figure 4.4 Envelope Sketch 35 Figure 4.5 Livery Sketch 35 Figure 4.6 Pen Sketch 35 Figure 4.7 Pendrive Sketch 35
11 Figure 4.8 Notebook Sketch 36 Figure 4.9 Presentation Template Sketch 36 Figure 4.10 Apparel Design Sketch 36 Figure 4.11 Organizer 36 Figure 4.12 Poster Sketch 36 Figure 4.13 Signboard Sketch 36 Figure 4.14 Billboard Sketch 37 Figure 4.15 Front Desk Wall Sketch 37 Figure 4.16 Lightbox Sketch 37 Figure 4.17 Toilet Sign 37 Figure 4.18 Bunting 37 Figure 4.19 Corporate Montage Storyboard 37 Figure 4.20 Website Template 38 Figure 4.21 E-banner 38 Figure 4.22 Leaflet 38 Figure 4.23 Digital Logo 39 Figure 4.24 Digital Letterhead 39 Figure 4.25 Digital Envelope 39 Figure 4.26 Digital Livery 39 Figure 4.27 Digital Pendrive, Pen, Organizer, Toilet Sign, Apparel 40 Figure 4.28 Digital Brochure, Signboard, Lightbox, Poster, Bunting 40 Figure 4.29 Digital Presentation Template 41 Figure 4.30 Digital Website Template 41 Figure 4.31 Final Digital Logo 42 Figure 4.32 Final Digital Letterhead, Envelope, Pen, Notebook, Pendrive 42 Figure 4.33 Final Digital Livery Design, Apparel, Organizer 43 Figure 4.34 Final Digital Brochure, Lightbox, Signboard, Bunting, Poster 43
12 CHAPTER ONE INTRODUCTION 1. 1. RESEARCH BACKGROUND Advertising in corporate identity refers to promotional activities carried out by a company to communicate and reinforce its brand identity with its target audience. In the context of advertising, corporate identity involves the presentation of a cohesive and unified brand image across multiple marketing channels and communication platforms. This includes advertising campaigns in print media, television, radio, online platforms, social media, and other channels. The goal is to create awareness, interest, and positivity about the company and its brand identity. In addition to raising the name of the company so that it is widely known. Advertising in corporate identity typically focuses on brand messaging, visual identity, tone and voice, audience targeting and consistency. My corporate identity is "Wildtrak Kopi". The tagline for this cafe is "EspressoBased". WildTrak Kopi is a business that sells coffee. The coffee they make uses quality ingredients, such as coffee beans imported from Indonesia, to sell to customers. They sell different types of coffee at reasonable prices comparable to the quality of the coffee. Wildtrak Kopi is located in the main area at Bandar Sri Sendayan, Seremban. Besides that, Wildtrak Kopi has several branches in Mantin, Negeri Sembilan, Seremban, Negeri Sembilan, and Seri Kembangan, Selangor.
13 Coffee is one of the most popular drinks in the world. Based on my research Malaysia today, specialty coffee shops are not an uncommon sight. There are many coffee shops that offer different types of coffee, and the number is growing rapidly because of the coffee-drinking culture. Drinking coffee can boost productivity in our lives. Usually, people in Malaysia will take coffee to start their day fresh. In addition, they will drink coffee to avoid sleepiness. Coffee and sleep are ingrained in Malaysian society by themselves, but when combined, they may be powerful tools for increasing alertness. Based on my research on Bernama.com website, people drink coffee because they like the taste and to boost their energy levels, and only certain people drink coffee for health reasons. To increase productivity, coffee drinking has become ingrained in Malaysian culture. One of the factors contributing to Malaysia's surge in coffee consumption is urbanization and busy lifestyles. Total coffee consumption in Malaysia from 2013 to 2021 with a forecast for 2022 (in 1,000 60-kilogram bags) Figure 1.1
14 1. 2 PROBLEM STATEMENT The problem statement highlighted in this study divided into two (2) issues that related to the project: 1.2.1 Lack of visual appeal The logo may be too simple and not visually interesting enough to grab people’s attention. It may not have enough colour (only using black and white), contrast, or unique design elements to make it stand out. Besides, the logo may look like many other logos out there, making it less memorable or distinguishable from competitors. It may lack the originality or uniqueness that sets it apart. Figure 1.2 1.2.2 No recognizable brand (Corporate Identity) Without corporate identity, the company’s name, logo, and other design elements may not be recognizable or memorable to customers. This can lead to a lack of brand awareness and difficulty differentiating the company from its competitors. Also, without an identity or corporate manual, there are no clear guidelines on how to use the company’s name, logo, colour, font, and other design elements. Besides, it can be challenging to establish trust with customers. This can make it more difficult to attract and retain customers and hinder growth opportunities.
15 1. 3 OBJECTIVES The aim of this project is to fulfil the requirements of the project beside to achieved all the objectives below: • To rebrand the company’s logo to make it more attractive, modern, and relevant to its target audience. The goal is to create a fresh and updated look that better reflects the brand’s values and identity and to attract people by making the logo more memorable and appealing. A company's logo is an important part of its branding strategy, and it can have a significant impact on how the brand is perceived by the public. • To create a new corporate identity for this Wildtrak Kopi business, it can make it more recognizable to its target audience, which can help increase brand awareness and loyalty. A corporate identity can help the business maintain a consistent branding strategy across all marketing materials, which can help create a cohesive brand image and message. Besides, it can provide other factors that influence the level of visitor satisfaction as their business grows.
16 1. 4 RESEARCH QUESTION In order to achieve the research goals, the research will begin with finding the answers to the research questions. The research questions were formulated in to achieve the research objectives. • Research Question 1: Is it worth rebranding the logo to make It more attractive? A new logo can benefit the client by creating a more modern or relevant visual identity, which can increase brand recognition and attract new customers. • Research Question 2: By creating a corporate manual, will it be able to expand this business? By creating a corporate identity, the business will grow more, and a strong corporate identity can help companies create a clear and memorable brand image, which can increase brand recognition and attract new customers.
17 1.5 HYPOTHESIS Hypothesis 1- By rebranding the company's logo to make it more attractive, modern, and relevant to the target audience, the hypothesis suggests that the company can create a fresh and updated look that better reflects the brand's values and identity. This, in turn, can attract more people by making the logo more memorable and appealing, leading to increased brand awareness, engagement, and market success. Hypothesis 2- Creating a new corporate identity for Wildtrak Kopi business will make it more recognizable, increase brand awareness and loyalty, and contribute to visitor satisfaction. By maintaining a consistent branding strategy across marketing materials, the business can establish a cohesive brand image and message, ultimately leading to growth and success.
18 1.6 SCOPE The purpose of this research is to investigate and develop an alternative approach for Wildtrak Kopi by using corporate identity. Developing a clear branding strategy that aligns with the Wildtrak Kopi mission, values, and target audience This includes defining the unique selling proposition, brand personality, and desired positioning in the market. Also, focusing on delivering a consistent and exceptional customer experience aligned with the Wildtrak Kopi brand identity This involves training staff to embody the brand values, providing friendly and efficient service, and ensuring product quality and consistency. Creating visually appealing signage, posters, and displays within the coffee shop to promote daily specials, new products, or upcoming events Utilizing tabletop displays, menu boards, or digital screens to highlight promotions and drive impulse purchases.
19 1.7 LIMITATION The coffee industry is often saturated with many competitors, including Wildtrak Kopi and other local coffee shops. It can be challenging to differentiate a coffee shop's corporate identity from competitors and carve out a unique position in the market. Developing a strong corporate identity requires time for market research, concept development, design, and implementation. However, coffee shop owners may face time constraints due to other operational demands, such as managing the day-to-day operations or launching the business within a specific timeline
20 CHAPTER TWO LITERATURE REVIEW 2.1. INTRODUCTION This project is a corporate identity called the Wildtrak Kopi. The requirement that must be provide in this corporate identity is logo, poster, business card, brochure and other elements. In this project, I would like to rebrand the product with a better pattern and design. There are many things that can be rebranded in this regard by following the given requirements. Besides, I want to expend their business so that more people will know about the product. The tagline for this cafe is "Espresso-Based". Wildtrak Kopi is a business that sells coffee. The coffee they make uses quality ingredients, such as coffee beans imported from Indonesia, to sell to customers. They sell different types of coffee at reasonable prices comparable to the quality of the coffee. Wildtrak Kopi is located in the main area at Bandar Sri Sendayan, Seremban. Besides that, Wildtrak Kopi has several branches in Mantin, Negeri Sembilan, Seremban, Negeri Sembilan, and Seri Kembangan, Selangor. The problem I want to focus on for this project is lack of visual appeal because the logo is too simple because of the use of colors like black and white only. It's hard to get people's attention. Besides, such a logo can be seen a lot outside. That's why, the logo is hard to remember and hard to maintain its authenticity.
21 Second, no recognizable brand like corporate identity. Without corporate identity, the company’s name, logo, and other design elements may not be recognizable or memorable to customers. Also, without an identity or corporate manual, there are no clear guidelines on how to use the company’s name, logo, colour, font, and other design elements. My purpose in doing research is to be able to promote new ideas in articles. This process can trigger new thoughts, connections, and perspectives for me to doing this project. 2.1.1 STATE OF THE ART Based on Marwa Tourky, Pantea Foroudi, Suraksha Gupta, Ahmed Shaalan (2021), Conceptualizing corporate identity in a dynamic environment. The aim of this review to revisits the meaning of corporate identity (CI) in practice to identify its key dimensions and the interrelationships between them and to provide insights on how to operationalize the construct. This review to revisits the meaning of corporate identity (CI) in practice to identify its key dimensions and the interrelationships between them and to provide insights on how to operationalize the construct. This paper Conducted in other sectors and country settings to examine the relationships identified in the current study. Based on Simon L. Bager, Eric F. Lambin (2020), Sustainability strategies by companies in the global coffee sector. The aim of this review to transforming the entire coffee sector or rather leading to market differentiation. This review proposes a new methodology for sampling, coding of company characteristics, data analysis. Observing market differentiation through sustainability with progressive companies using marketing strategies that suit their interests, depending on the characteristics of the value chain.Based on Leping You, Linda C. Hon (2021), Testing the effects of reputation, value congruence and brand identity. The aim of this review is developed and tested a consumer relations model to determine
22 linkages among brand identity, reputation and value congruence with positive Wordof- Mouth (WOM) intentions. This review explores the ways in which 350 participants were asked about their perceptions of the store from where they are most likely to purchase coffee including multi-national corporations that have global brand identity and small to medium enterprises with local brand identity. This review provides an overview of Reputation and value congruence were positively related to positive WOM intentions. Unexpectedly, respondents indicated more positive WOM intentions toward SMEs than MNCs. Based on HakJun Song, So Young Bae, Heesup Han (2019), Emotional comprehension of a name-brand coffee shop: focus on love marks theory. The aim of this review is to identify the structural relationships among the drivers of love marks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks (brand love and brand respect) and loyalty of a name-brand coffee shop. This review proposes a new methodology for questionnaire survey. 401 data were analyzed using the SPSS and AMOS statistical packages. Based on Mine Haktanir, Ezgi Gullu (2023), Place attachment in coffee shops: a customer perspective study in North Cyprus. The aim of this review is to develop a better understanding of the key determinants of repetitive visits to coffee shops. This review proposes a new methodology perceptions and experiences of coffee shop clients, managers and staff. This review provides an overview social network of customers and employees, communication with familiar people.
23 2.2. RESEARCH GAP Based on Marwa Tourky, Pantea Foroudi, Suraksha Gupta, Ahmed Shaalan (2021), Conceptualizing corporate identity in a dynamic environment. Conclusion, conceptualizing corporate identity in a dynamic environment is an ongoing journey that requires adaptability, authenticity, and a keen understanding of the evolving needs and expectations of stakeholders. From the article I’ve learned in this dynamic context, corporate identity becomes a living entity that thrives on consistent communication and employee involvement. Organizations that succeed recognize that their employees are brand ambassadors and that their engagement contributes to the identity's vitality. Based on Simon L. Bager, Eric F. Lambin (2020), Sustainability strategies by companies in the global coffee sector. The coffee sector still has a long way to go in ensuring sustainability across the entire sector, but a few progressive companies lead the way. Companies are raising consumer awareness about the importance of sustainable coffee consumption. This education empowers consumers to make informed choices that support ethical and environmentally responsible practices. Based on Leping You, Linda C. Hon (2021), Testing the effects of reputation, value congruence and brand identity. The conclusion is interactions between reputation, value congruence, and brand identity constitute a delicate ecosystem that significantly impacts consumer perceptions, attitudes, and behaviors. From the article I’ve learned While the study offers a comprehensive perspective, it's important to acknowledge that the effects of these factors might be influenced by diverse external variables and cultural contexts.
24 Based on HakJun Song, So Young Bae, Heesup Han (2019), Emotional comprehension of a name-brand coffee shop: focus on love marks theory. In conclusion, an exploration of emotional understanding through theory reveals that the success of a well-known brand coffee shop is tied to its ability to create a deep emotional bond with consumers. From the article, the findings emphasize that successful coffee shop brands are those that manage to elicit emotions that resonate deeply with froconsumers. Based on Mine Haktanir, Ezgi Gullu (2023), Place attachment in coffee shops: a customer perspective study in North Cyprus. In conclusion, it underscores that coffee shops are not just places to grab a quick drink, but spaces where emotional connections are nurtured, social ties are strengthened, and personal identities find expression. From the article I’ve learned that Coffee shops cease to be transactional venues; they become integral parts of individuals lives, nurturing connections, and fostering loyalty.
25 CHAPTER THREE RESEARCH METHODOLOGY In this chapter, I discuss the research design, area of study, population, sample of the population, sampling technique, instrument for data collection, validation of the questionnaire, administration of the instrument and method of data analysis. 3.1. RESEARCH DESIGN The researcher chose a survey research design because it best served to answer the questions and the purpose of the study. The survey research is one in which a group of people or items is studied by collecting and analyzing data from only a few people or items considered to be representative of the entire group. Research design outlines the framework for study, guiding the collection and analysis of data. It helps structure your research, ensuring clarity and reliability in drawing conclusions. A research design on coffee could explore various aspects like consumer preferences, health effects, or production methods. It provides a systematic plan to investigate, helping uncover insights and contribute to the knowledge about coffee. 3.2. AREA OF STUDY The study of consumer behavior in coffee cafes delves into understanding why people choose specific cafes, their preferences, and the factors that influence their decision-making process. This area of study may involve market research, surveys, and experiments to analyze consumer trends, preferences, and changing behaviors. It helps coffee cafe owners and marketers understand their target audience and tailor their offerings accordingly. Studying coffee cafes from a hospitality perspective involves understanding how to create a welcoming and enjoyable experience for customers.
26 This includes learning about customer service, creating a comfortable ambiance, menu planning, and ensuring the highest quality of service. People explore ways to enhance customer satisfaction and loyalty through personalized interactions and attention to detail. Coffee often serves as a social beverage, bringing people together in cafes or during coffee breaks. Enjoying a cup of coffee with friends, colleagues, or loved ones can foster social connections and provide opportunities for conversation and bonding. 3.3. POPULATION OF STUDY The population of this study target male and female young primarily people such as students, teenagers, and also adults who are interested in coffee. Figure 3.1: Percentage of Respondents’ Gender From figure 3.1, the percentage of female making up 56.4% of respondents. The percentage of male making up 43.6% of respondents.
27 Figure 3.2: Percentage of Respondents’ Age The age group with the greatest representation in the survey data is 18–25 years old, making up 75.9% of respondents. The age range of 26–30 years old, making up 20.4% of respondents. The age range 31-35 years old making up 3.7% of respondents. Figure 3.3: Percentage of Respondents’ Occupation From figure 3, the percentage of student making up 47.3% of respondents. The percentage of profession making up 52.7% of respondents.
28 3.4. SAMPLE OF POPULATION A sample of population refers to a subset of individuals or elements selected from a larger population to represent and provide insights about the whole population. For some students, the population may be small enough to warrant the inclusion of all of them in the study. But a study may entail a large population which cannot all be studied. The sample of the population of this study stood at 55 people and are mostly students and profession, gave a total of 55 of respondents. 3.5. SAMPLING TECHNIQUE Sampling techniques are methods used to select a subset of individuals or elements from a larger population for research or study purposes. These techniques aim to ensure that the selected sample is representative of the entire population, allowing researchers to make valid inferences and draw conclusions. This technique is suitable for this study because this study aims to explore the perception and experience of students who know about Wildtrak Kopi. 3.6. INSTRUMENT FOR DATA COLLECTION Surveys can be used to gather information about coffee lovers' preferences, consumption habits, and attitudes towards coffee through structured questionnaires or online forms. The google form has only one section is Wildtrak Kopi.
29 3.7. DATA ANALYSIS The data collected from the field were analyzed. Statistically weighted mean was used in answering the research questions. The response options in the instrument are weighted as shown below: Figure 3.4 Figure 3.5
30 Figure 3.6 Figure 3.7 Figure 3.8
31 Figure 3.9 Figure 3.10
32 Figure 3.11 Figure 3.12
33 3.8. SUMMARY Coffee lovers are individuals who have a strong affinity for coffee and often exhibit specific behaviors, preferences, and attitudes towards this beverage. They may have a deep appreciation for the taste, aroma, and experience of coffee consumption. Coffee lovers can range from casual consumers to passionate enthusiasts who explore different types of coffee, brewing methods, and flavors. They may frequent coffee shops, engage in home brewing, and actively seek out new coffee experiences. The main purpose of this survey is to collect data from the respondents to know either they know or not about Wildtrak Kopi. With this also, it makes it easier for me to produce my final year project.
34 CHAPTER FOUR RESULT AND DISCUSSION In this chapter, I will discuss the result and discussion about my project which is Corporate Identity of Wildtrak Kopi and show the process which is started from preproduction, production and post production. 4.1. PRE-PRODUCTION Pre-production here refers to the activities that take place before the actual production of a design project. This project starts with researching a product that is suitable to follow the project requirements that have been given the advisor. After research, I chose corporate identity as my majoring and the product is Wildtrak Kopi. From research that I have been do, I collect all information about the product such as project objective, and any design constraints. Through the project requirement, I decided build ideation and concept by sketching design for every item in sketch book based on a few concepts. FIGURE 4.1: Logo Sketch
35 FIGURE 4.2: Letterhead Sketch FIGURE 4.3: Envelope Sketch FIGURE 4.4: Envelope Sketch FIGURE 4.5: Livery Sketch FIGURE 4.6: Pen Sketch FIGURE 4.7: Pen drive Sketch
36 FIGURE 4.8: Notebook Sketch FIGURE 4.9: Presentation FIGURE 4.10: Apparel Sketch FIGURE 4.11: Organizer FIGURE 4.12: Poster Sketch FIGURE 4.13: Signboard
37 FIGURE 4.14: Billboard FIGURE 4.15: Front Desk FIGURE 4.16: Lightbox FIGURE 4.17: Toilet Sign FIGURE 4.18: Bunting FIGURE 4.19: Montage
38 FIGURE 4.20: Website Design FIGURE 4.21: E-banner FIGURE 4.22: Leaflet
39 4.2. PRODUCTION Production is a process that all the sketches and ideation were proceed to digital and colored. This is because the designer wants to sure about the concept and color match with theme. For example, if the colored not match well, then designer easily can change the color until satisfied. The concept that I use is vector and realistic which is of course to represent the Wildtrak Kopi. FIGURE 4.23: Digital Logo FIGURE 4.24: Digital Letterhead FIGURE 4.25: Digital Envelope FIGURE 4.26: Digital Livery
40 FIGURE 4.27: Digital Pendrive, Pen, Organizer, Toilet Sign, Apparel FIGURE 4.28: Digital Brochure, Signboard, Lightbox, Poster, Bunting
41 FIGURE 4.29: Digital Presentation Template FIGURE 4.30: Digital Website Template
42 4.3. POST PRODUCTION At last, post production must refer advertising campaign requirement which is project target and objective. This step important in successful the advertising campaign which can give a lot benefits especially can growth a brand even though silently. In this post production, I have created a new digital design that is more minimalistic as a corporate view. FIGURE 4.31: Final Digital Logo FIGURE 4.32: Final Digital Letterhead, Envelope, Pen, Notebook, Pendrive, Business Card
43 FIGURE 4.33: Final Digital Livery, Apparel, Organizer FIGURE 4.34: Final Digital Brochure, Lightbox. Signboard, Bunting, Poster
44 4.4. RESULT AND FINDING As a result, I made a survey through google form which is to investigate feedback from the audience towards my final design. I got positive feedback from respondents. Figure 4.35
45 CHAPTER FIVE CONCLUSION AND RECOMMENDATION 5.1 CONCLUSION In conclusion, creating a strong corporate identity is crucial for any business looking to establish a unique and recognizable brand presence. A well-defined corporate identity helps convey a clear message about the company's values, mission, and personality to both internal and external stakeholders. It encompasses various elements such as the logo, color scheme, typography, brand voice, and visual consistency across all communication channels. By investing in a cohesive and consistent corporate identity, businesses can enhance brand recognition, build trust with customers, differentiate themselves from competitors, and foster a sense of loyalty among their target audience. In summary, a well-crafted corporate identity is essential for building brand recognition, differentiation, trust, employee alignment, consistent communication, and long-term brand equity. It serves as the foundation for effective branding strategies and plays a vital role in the success and growth of a business.
46 5.2 RECOMMENDATION Based on the findings and conclusion of the study, here are several recommendations to establish a strong corporate identity: 1. Start by clearly defining your brand's mission, values, and target audience. Understand what sets your business apart from competitors and identify key brand attributes you want to communicate. 2. Create a visually appealing and consistent brand identity by designing a logo, selecting appropriate colors, choosing a consistent typography, and developing a visual style guide. Ensure that these elements are used consistently across all brand touchpoints. 3. Develop and distribute brand guidelines that outline how to use your visual elements, brand voice, and messaging consistently across all marketing materials, both online and offline. These guidelines will help maintain a cohesive and recognizable brand identity. 4. Maintain consistency across all touchpoints, including your website, social media profiles, marketing materials, packaging, and customer interactions. Consistency builds recognition and strengthens the perception of your brand.
47 REFERENCE Journal 1. Arief Daryanto (2015) Business Strategy for Coffee https://journal.ipb.ac.id/index.php/ijbe/article/view/10069/0 2. Pınar Özkan, Seda Süer (2019) Corporate Identity https://www.emerald.com/insight/content/doi/10.1108/IJBM-03-2019- 0096/full/html Website/ Article 1. Brand Identity (2023) https://the-brandidentity.com/resource/7-identities-for-coffee-brands-andcaf%C3%A9s-featuring-b-b-studio-gesture-systems-alter-and-more 2. Nik Rahimah Nik Omar (2022) Coffee industry in Malaysia: An overview and potential http://etmr.mardi.gov.my/Content/ETMR%20Vol.19(2022)/9- Nik%20Rahimah.pdf 3. Corporate Manual https://www.fgvholdings.com/wp-content/uploads/2021/08/CI-Manual-v2.00- 2021-Aug.pdf