Pembuatan Strategi Rebranding UMKM Cester Coffe & Co. Melalui Metode Design Thinking

The coffee shop industry in Yogyakarta has experienced rapid growth, yet fierce competition necessitates innovation in branding strategies. Cester Coffee & Co., a coffee shop emphasizing the made-to-order concept, faces challenges maintaining brand identity and competitiveness. This study aims to develop a rebranding strategy using the design thinking approach to enhance brand appeal and customer loyalty. The methodology comprises five phases: empathize, define, ideate, prototype, and test. Data were collected through in-depth interviews and observations involving the owner and customers of Cester Coffee & Co. The rebranding results include a redesigned logo, colour palette, typography, packaging, uniforms, and a new tagline tailored to the primary target market, Generation Z. The testing phase showed a highly positive reception from the business owner, who rated the transformation 9/10. The design thinking-based rebranding strategy effectively strengthens visual identity and enhances business competitiveness in the dynamic coffee shop industry.