Abstract:
The soy sauce industry in Indonesia has enormous potential. However, the large number of present soy
sauce products, both locally and nationally, makes the competition so tight. Various efforts are needed
to survive, especially for local soy sauce companies; one is Lombok Gandaria soy sauce. In 2010, the
soy sauce producer PT Lombok Gandaria took steps to do rebranding. A more attractive visual
appearance and various breakthroughs in branding activities at several strategic points in the city of
Solo are attractive to the public. The success of a company's rebranding cannot be separated from a
very mature rebranding planning process. Using Mari Juntunen's theory of rebranding, this research
describes a series of processes divided into three main parts, namely exploring the driving factors for
rebranding, the rebranding process, and the outputs of the rebranding. In-depth interviews with
designated design agency managers and branding practitioners became the primary data sources and
were supported by secondary data sources through various literature sources. The results of this study
indicate that rebranding activities are a long series of processes based on the awareness of company
leaders that PT Lombok Gandaria needs a refresh of its brand, which is then realized through the
appointment of a design agency. The process starts from research to the design stage. The design
process consists of renaming, redesigning, launching, and evaluating processes. The visual elements
created as the output of PT Lombok Gandaria's rebranding are manifested in the Logan Food logo,
which presents a dynamic impression, with distinctive color patterns meaning strength and prosperity
in line with the new vision of running the company's business. A new identity was born that could
bring new enthusiasm for business development.
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