Re-design Visual Identity of Coffee Shop “Amerta” – Comprehensive Study Notes

Context and Background

Amerta is a coffee shop founded on 1 May 2021 at Jl. Anggrek 1 No. 11, Pabuaran Indah, Tangerang. The Indonesian coffee-shop sector is booming as coffee drinking shifts from a caffeine fix to a lifestyle activity. Indonesia is the 4th-largest coffee producer with an annual output of (789 000 ton)(789\,000\text{ ton}), composed of 150 000 ton150\,000\text{ ton} arabica and 600 000 ton600\,000\text{ ton} robusta. Domestic consumption has risen to 4.79×1064.79\times10^{6} bags ×60 kg=287 400 000 kg\times 60\,\text{kg} = 287\,400\,000\,\text{kg}.

Despite a strategic location near schools and housing, Amerta lacks a consistent visual identity, limiting its reach beyond the owner’s immediate network. Competitors—e.g.
Stance Coffee Studio and Ningopi—already deploy cohesive branding, making Amerta comparatively invisible.

Problem Statement and Objectives

  1. Amerta shows no design evolution after four years of operation.

  2. A redesign must produce a logo and identity system that is:
    • attractive to the wider market,
    • consistently applicable across media.

  3. Goal: draw customers other than the owner’s acquaintances.

Design goals:
• Consolidate logo, color, type, imagery and slogan.
• Develop media (print, digital, packaging, merchandise).
• Strengthen brand image, awareness and profitability.

Data Collection Methods

• Qualitative approach.
• Wawancara / Interviews with owner (R. Ayra Gouwananda, age 21) and two target consumers (Shine 17, Feraldi 23).
• Observasi: in-store ethnography, ambience, behaviour mapping.
• Literature study on communication, branding, color psychology, semiotics, etc.

Target Audience Analysis

Demographic: 14−25 years14{-}25\,\text{years}, students, university students, freelancers, both genders, middle–upper class.
Geographic: Tangerang (urban, tropical).
Psychographic: flexible, tech-savvy, social-oriented, value fast Wi-Fi, affordable menus; tasks include study, WFC, gaming.

Competitor Benchmarks

• Stance Coffee Studio – heritage minimalist, strong IG feed, wide menu IDR 18 000−40 000\text{IDR}\,18\,000{-}40\,000, near Stasiun Tangerang.
• Ningopi – heritage-industrial, community events, price point ≈IDR 20 000+\approx\text{IDR}\,20\,000+, next to rail line.

SWOT Analysis

• Strengths: quality product; strategic corner lot; redesign allows a single, codified brand identity.
• Weaknesses: start-up budget and staff limits; current visuals inconsistent.
• Opportunities: no direct competitor within immediate radius; booming coffee culture; redesign can act as brand guideline.
• Threats: design might miss audience taste; intense regional competition.

Theoretical Foundation (Key Concepts)

• Communication Theory – information exchange, emphasis on visual encoding/decoding.
• Komunikasi Visual – color, form, type, layout convey meaning.
• Media Typology – print, electronic, digital.
• Color Psychology – hues evoke mood; warm earth tones + bright accents recommended.
• Semiotics (Saussure) – signifier & signified; logo must carry clear denotation & connotation.
• Modern Retro Style – 1950-80 nostalgia blended with modern minimalism: earth tones (red, brown, dark green, cream), irregular rounded forms.
• Design Elements: point, line, shape, plane, color, texture.
• Design Principles: unity, balance, rhythm, proportion, emphasis.
• Brand & Identity – name, logo, color, voice; promise to consumer.
• Brand Awareness / Image – favorability, strength, uniqueness of associations.
• Social-Media Marketing – interactive, instantaneous, content-driven.

Creative & Media Concept

Keyword cluster:
• Social Space • Youthful • Lifestyle • Fresh • Interactive

Color Palette

Primary: deep black, vibrant red, warm cream, moss green.
Secondary: muted brown, subtle highlight yellows.

Typography

• Akira Expanded Super Bold – logotype & headlines (sans-serif, wide, high legibility).
• Crimson Pro – body copy (serif, readability).
• Paris Pro – expressive accent (script/grotesk for playful touches).

Imagery

Clean, minimal product photography; latte-art macro shots; community snapshots.

Logo Redesign

Logogram + logotype:
• Dot = origin point.
• Curved line = cup silhouette & brand journey.
• Enclosing circle = endless growth/“Amerta” (Sanskrit: immortal).
Color: solid black for authority & community focus.

Slogan

“Sip Savor Stay” — invites slow enjoyment, sensory appreciation, prolonged visit.

Visual Motif / Super-graphic

Organic swirling form abstracted from the pattern created when milk meets espresso.

Media Execution

Brand Identity Toolkit

• Logo master files (positive, negative, monochrome).
• Graphic Standard Manual (GSM) – spacing, kerning, color specs, misuse examples.

Stationery

• Letterhead 21×29.7 cm21\times29.7\,\text{cm} HVS 80 g.
• Business card 5.5×9 cm5.5\times9\,\text{cm} Art-carton 310 g.
• Envelope 11×23 cm11\times23\,\text{cm}.
• Certificate template.

Print Media

Poster A3, X-Banner 60×160 cm60\times160\,\text{cm}, Billboard 20×8 m20\times8\,\text{m}, Reserved sign, Table tent-card, Coasters, Tissues, Apron, Menu book.

Digital Media

• Website (landing, story, menu, e-ordering).
• Mobile App (loyalty, e-order, pick-up, points redemption).
• Digital Menu Board 1920×1080 px1920\times1080\,\text{px}.
• Instagram grid (profile, posts, reels with motion graphics).

Packaging

• Paper cup (∅9 / 6 cm; 11.2 cm tall\varnothing9\,/\,6\,\text{cm};\,11.2\,\text{cm tall}).
• Plastic cup same dimensions.
• Bakery sleeve, Rice bowl, Kraft pouch, Paper bag—all flexographic print.

Merchandise

Notebook, Lanyard, Keychain, Mug, Tumbler, Tote-bag, Cap, Pen, Sticker pack, T-shirt. Offers via sale or loyalty-point exchange.

Budget Overview

Print & packaging subtotal: 64 582 000 IDR64\,582\,000\,\text{IDR}
Merchandise & stationery subtotal: 14 624 000 IDR14\,624\,000\,\text{IDR}
[ Total promotional budget: 79 206 000 IDR79\,206\,000\,\text{IDR} ]

Expected Outcomes & Implications

• Consistent visuals improve recall and perceived professionalism.
• Extended media mix broadens reach beyond owner’s circle.
• Emotional brand story fosters community and repeat visits.
• Strong visual guidelines enable scalable franchising and potential future branches.

Ethical/Practical Implications: transparent copyright in GSM; inclusive spaces; environmentally responsible packaging choices reinforce sustainable brand perception.

Conclusion

The redesign delivers a coherent identity anchored in cultural relevance (Sanskrit “Amerta”), nostalgic-modern aesthetics, and flexible applications. By aligning communication, space and experience, Amerta is positioned as a social hub where patrons “sip, savor, stay,” ensuring longevity in Tangerang’s competitive coffee landscape.

Recommendations

• Regularly audit visual applications to ensure guideline adherence.
• Leverage UGC (user-generated content) to sustain social-media momentum.
• Scale loyalty rewards via the app to promote merchandise uptake.
• Future research: measure KPI shifts—traffic, dwell time, sales—pre- vs post-redesign.

Numerical & Statistical Snapshot

\begin{aligned}
\text{Annual production} &= 789\,000\,\text{ton}\
\text{Arabica share} &= 150\,000\,\text{ton}\;(19\%)\
\text{Robusta share} &= 600\,000\,\text{ton}\;(76\%)\
\text{Domestic consumption} &= 4.79\,\text{million bags}\
\phantom{\text{Domestic}} &= 287\,400\,000\,\text{kg}\
\text{Promotional budget} &= 79\,206\,000\,\text{IDR}
\end{aligned}