INCREASING VISUAL IMPACT IN MSME STUDY CASE: KUE GIPANG TIGA BUNDA

Micro, Small, and Medium-Sized Enterprises (MSMEs) play a crucial role in
Indonesia's economic growth, particularly in promoting local specialties. But many
struggle due to a lack of strong visual branding in Cilegon. The study explores the
potential of visual branding for MSMEs using design thinking with the focus of
Kue Gipang Tiga Bunda MSME. Visual branding, including logos and key visuals,
is essential for creating a strong brand identity. This research aims to creating new
brand identity for Kue Gipang Tiga Bunda to differentiate them from competitors
and improve brand recognition. Such branding can enhance recognition, attract
customers, and support the growth of MSMEs, contributing to Cilegon's socioeconomic development and competitiveness in the tourism sector. The results of
this research indicate that a robust visual branding strategy has the potential to
address the challenges faced by MSMEs in Cilegon, particularly those related to the
promotion of local specialties. The newly established brand identity for Kue Gipang
Tiga Bunda is anticipated to contribute to increased visibility, customer attraction,
and overall growth for the MSME.