REDESIGN BRAND IDENTITY PRODUCT OSB KIDS

In Indonesia, companies operating in the healthcare sector strive to maintain competitiveness in a challenging market. According to the 2022 report from the Ministry of Industry, the healthcare industry has grown by 11.96%, reflected in the increased number of registered brands. Business owners need to seek strategies to endure, compete in a dynamic market, attract potential buyers, and navigate the evolving dynamics of the industry. In the realm of business and commerce, brand identity remains the primary foundation influencing consumer perceptions and representing the company's image.
To compete in the healthcare industry, PT. Optimis Sejahtera bersama (OSB Corp) recognizes the importance of strengthening its brand identity, particularly in aligning product characteristics, visual values, and messaging for OSB Kids products. In response to this awareness, the company collaborates with researchers for a brand identity redesign project, focusing on redesigning the logo, packaging design, slogan, and brand story. The project's objective is to ensure that the product identity aligns with the values and characteristics it represents.
In acquiring client data, a qualitative descriptive research method with purposive sampling is employed to obtain in-depth information. Design thinking methodology is adopted in the production of creative programs, integrated with a visual communication approach in the creative process. During the production process, designers faced some challenges, but these were collectively overcome with stakeholders. To ensure the process adheres to the timeline and targets, designers utilized Key Performance Indicators (KPIs) as instruments. The results of the redesign, spanning from the logo to the brand story, successfully met the set targets. Client feedback, gathered through a Likert scale of 1-4, indicated maximum satisfaction with a score of 4. This signifies that the creative program effectively addressed and met the client's problems and needs.