Anamid is one of start-up cafes in Malang, established in 2019. The growth of the café industry in Malang is considered rapid and it makes the competition quite tight. Unfortunately, Anamid was not sufficiently prepared to earn their targeted consumers’ attention. In addition, Anamid did not operate on ideal brand identity standards which is considered to be a vital element in building consistent design implementation. Therefore, this research aims to create a new functional brand identity that could improve Anamid’s brand awareness and to complete it with Brand Identity Guidelines. This research employs procedural design methods by Alina Wheeler. The results of this research include brand identity in the form of logo and a guideline of how to implement it appropriately as provided in the Brand Identity Guidelines. These guidelines are expected to help Anamid better implement consistent brand identity on its business operation. Keywords: product design; brand identity; café Abstrak: Anamid adalah sebuah bisnis kafe yang sedang merintis di Kota Malang sejak tahun 2019. Pertumbuhan jumlah bisnis kafe di Kota Malang cukup tinggi yang menjadikan persaingan antar bisnis cukup ketat. Dalam permasalahannya, brand Anamid belum mendapatkan cukup banyak perhatian dari konsumen. Di samping itu Anamid tidak memiliki standarisasi identitas merek yang sangat penting untuk menjaga konsistensi penerapan desain. Oleh sebab itu perancangan ini bertujuan untuk merancang brand identity yang berguna untuk meningkatkan brand awareness terhadap audiens dan menciptakan panduan standarisasi merek berupa Brand Identity Guidelines. Perancangan ini menerapkan metode perancangan prosedural yang mengikuti metode desain yang diciptakan oleh Alina Wheeler. Hasil perolehan yang didapat dari perancangan ini yaitu identitas merek berupa logo, serta cara mengimplementasikannya dengan benar yang terangkum dalam Brand Identity Guidelines Anamid. Hasil panduan standarisasi desain memudahkan untuk mengaplikasikan identitas dengan konsisten. Kata kunci: rancangan produk; brand identity; kafe
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