Building A Coffee Shop's Brand ImageThrough Visual Communication Design: The Role of Coffee Cup Design

Abstract

Coffee shops are a growing industry in Indonesia that serve quality coffee and create a comfortable
environment for customers. Beverage cup design plays an important role in shaping the identity of a
coffee shop. This research examines visual communication design on coffee cups in Aceh coffee shops.
The aim of this research is to explain how the cup design in coffee shops in Aceh may build the brand
image of the coffee shops themselves. Interview techniques are used to collect data in this qualitative
research. The results of the study show that the design of a beverage cup is not just a serving container
that carries the name of a coffee shop, but can also create a strong brand identity for a coffee shop, create
a positive image, and distinguish the characteristics of the coffee shop. If the displayed cup design is
creative and attractive, then the coffee cup design in a coffee shop can strengthen its brand image. Thus,
the coffee cup design can attract consumers and win the competition in a competitive market.