Identitas Visual Milenial Dalam Merek Minuman Bubble Tea di Tangerang Selatan

Arief Ruslan


Artikel ini menyelidiki identitas visual yang dilakukan pebisnis minuman ringan masa kini yang menargetkan para masyarakat milenial di wilayah Tanggerang Selatan. Minuman kekinian, populer sebagai minuman generasi milenial dan membuat bisnis ini menjamur serta saling berkompetisi. Dengan menarik dari beberapa bentuk visual identitas dari dalam “branding” oleh para pebisnis, wacana identitas milenial secara tidak langsung dibangun atas beberapa prinsip-prinsip visual. Identitas visual menjadi saluran utama sebagai alat komunikasi dan menentukan jati diri sebagai identitas sosial. Penelitian ini berfokus kepada para pebisnis minuman ringan “bubble drink”, atau sering kali disebut bobba drink, yang membangun identitas mereka dengan logo sebagai identitas milenial. Penelitian ini mengambil foto identitas visual (logo) 17 pebisnis minuman di wilayah Tanggerang Selatan. Dengan logo tersebut, peneliti mengidentifikasikan konsep komunkasi dalam bentuk visual, yang selanjutnya membongkar tanda-tanda yang hadir. Temuan penelitian ini memperlihatkan bahwa konsep tatanan visual dalam membangun identitas anak milenial dipresentasikan dengan “shapes” luwes, warna-warna dominan muda dan sejuk dan mengesampikan kontras, dan mengunggulkan peranan kata yang dikombinasikan oleh bentuk tipografi.


visual identity, milenial identity, persepsi visual, logo, visual metaphore

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