A PERANCANGAN REBRANDING JAVA LOENPIA SEMARANG

Lee Corleone
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Abstract

Lunpia is a legendary cuisine from Semarang, capital city if Central Java. Lunpia is a real fusion cuisine from Tionghoa culture and Java which already passed by generation and well known by people especially in Semarang city, so it’s unfortunate if this special cuisine is being forgotten by young people of Semarang nowadays. We need to raise brand awareness by talking the authentic traditional concept but fit to current era. This rebranding also needed so it can be more known not only by the elders but also youn people. The data is collected by qualitative method and some studies by S.W.O.T method. The design is done to create new look for the new target audience with keeping the auntheticity and making it more modern by new logo or new design package. Keywords: Traditional food, lunpia, rebranding, design package
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伦皮亚是中爪哇首都三宝垄的传奇美食。龙皮菜是一种真正的融合了中化文化和爪哇文化的菜肴,已经代代相传,并为人们所熟知,尤其是在三宝垄市,所以如果这种特殊的美食被现在的三宝垄年轻人所遗忘,那是很不幸的。我们需要通过谈论真实的传统概念来提高品牌知名度,但要符合当前的时代。这种品牌重塑也很有必要,这样不仅可以让老年人更了解它,也可以让年轻人更了解它。资料采用定性法收集,部分研究采用S.W.O.T法。通过新的标志或新的设计包装,为新的目标受众创造新的外观,保持真实性,使其更具现代感。关键词:传统食品,lunpia,品牌重塑,包装设计
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