ENHANCING BRAND AWARENESS THROUGH VISUAL BRANDING : A CASE STUDY OF PET&CO

• Main Author: Puteri Aginsa, Meidina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84294
• Institution: Institut Teknologi Bandung

The rapid growth of pet ownership in Indonesia has led to a significant expansion of the pet care industry. However, this growth also poses a risk of market saturation, making brand awareness a critical factor for maintaining a competitive edge. This study focuses on Pet&Co, a startup company in the Indonesian pet care market, to explore how visual branding strategies can enhance brand awareness. The research was conducted using a qualitative method through in-depth interviews with 12 participants, including 7 Pet&Co customers, 2 marketing experts, 2 design experts, and 1 pet industry expert. The study aimed to identify key factors for implementing visual branding in pet supplement products, with the findings highlighting elements such as logo, color schemes, typography, size, shape, and image/illustration as essential for building a strong brand identity. Based on these key factors, the research further explored suitable strategies for Pet&Co to increase brand awareness, recommending a multi-platform exposure approach. This includes launching a comprehensive social media campaign on Instagram, increasing product availability on major e-commerce platforms, partnering with pet shops, clinics, or influencers to boost visibility, expanding the B2B market, and continuous innovation in product offerings and marketing strategies. These strategies are expected to increase Pet&Co's brand visibility and awareness in the competitive pet care market.