Brand Design And Branding Strategy For Agro Nusantara “Kopi Warga”

Abstract

Local farmers who are members of the Agro Nusantara farmer group in Pangalengan, farm typica arabica coffee or buhun coffee known as Java Preanger. Until now, Agro Nusantara is able to produce quality coffee that meets the requirements as specialty coffee. Although the coffee produced by Agro Nusantara has the advantage of high quality, coffee is still sold as a generic product / as a raw material, which is marketed to regular regular buyers. This means that the superior product has a sub-optimal selling value, because it has a status as a generic product / wholesale product and has a "distance" or a big gap from consumers who enjoy coffee. The success of a product in the market is determined by how the marketing strategy is, the product must have a brand so that it is known or is present in the perceptions of target consumers. For this reason, a brand / branding design is needed as a strategic part of the marketing strategy for Argo Nusantara coffee products.The design of brands and branding for the coffee products of this Agro Nusantara farmer group includes brand names, brand identity / product logos, packaging design, and brand identity applications. The design process is carried out through the observation stage which includes the location of the object of research, information about coffee products, the vision and mission of partners, and others. In addition, interviews were also conducted with the leaders of the Nusantara Agro Farmers Group.The results obtained from this research are that the Agro Nusantara farmer group has succeeded in having a brand name - brand identity - a brand design for its coffee products which is named "Kopi Warga". This name contains a local meaning to build a message and the impression that this coffee product is from folks to folks. In addition, in order to maintain consistency of messages and impressions, to create a visual identity system, the Kopi Warga logo design is also applied to various retail supporting media such as sign boards and coffee serving equipment.