Illustration Mascot of Pecel Kane as an Promotional Media

Pecel Kane is one of the micro, small, and medium enterprises (MSMEs) participating in the “Tumbas Mbois” program created by the Lowokwaru District government, Malang City in strengthening local business branding. The promotion carried out by Pecel Kane is still simple and does not display a strong visual identity, so a more creative and effective communication strategy is needed. This study aims to design the visual identity of Pecel Kane through mascot illustrations using the design thinking methodology which includes 5 stages starting from Empathize, Define, Ideate, Prototype, and Test, each stage contains methods adapted to research and design to testing. The design process combines several keywords related to Pecel Kane, especially the local cultural elements of Blitar as the origin of pecel food, and the Malang City Icon, namely the lion, with simplification, stylization and deformation techniques. The cartoon-style mascot illustration design is easy to implement in various digital and print visual media. The design results are expected to strengthen the visual identity of Pecel Kane as a cultural heritage food, as well as being an example of the application of creative promotions for local MSMEs in Lowokwaru District.