Peranan Desainer Grafis dalam Pengembangan Identitas Visual dan Media Promosi terhadap Brand Happy Wok

Abstract

This study aims to explain the role of graphic designers in developing the visual identity and promotional materials of the Happy Wok brand. This study employs a descriptive qualitative approach using a graphic design process based on Robin Landa’s five stages, namely orientation, analysis and strategy, design concept, design development, and implementation. Data were collected through observation, unstructured interviews, documentation, and literature review. The results show that graphic designers play an important role in translating the character of the Happy Wok brand into consistent visual elements, including visual concepts, colors, typography, layout, social media content, and printed promotional materials. The use of red, teal, and white, along with Lilita One and Codec Pro typefaces, supports the creation of a brand image that is authentic, fresh, exploratory, and aligned with the Gen Z target audience. The design process, which includes briefing, mind mapping, layout sketching, color grading, design execution, assistance, and revisions, demonstrates that graphic designers function not only as visual creators but also as managers of the brand’s visual communication. Thus, the role of graphic designers contributes to strengthening visual identity, enhancing promotional appeal, and shaping a more professional and recognizable brand image for Happy Wok.