Advances in Economics, Business and Management Research, volume 175
Proceedings of the 2nd International Conference on Business and
Management of Technology (ICONBMT 2020)
Branding Strategy of Contemporary Coffee Shops in Indonesia
Senja Aprela Agustin*
* Visual Communication Design Department, Institut Teknologi Sepuluh Nopember Surabaya, Indonesia
Email: senja@its.ac.id
Abstract. The popular lifestyle of consuming coffee has spread in major cities of Indonesia, especially in the categoryof milk
coffee. The existence of these contemporary coffee shop brands today has become a lifestyle as opposed to the big café brands
because it has an affordable value and indulged by youthful people. Likewise, the visual and verbal styles of these brands have
become distinguishing visual styles. Some brands of coffee use vocabulary related to feelings as their brand name, for instance
Kopi Kenangan, Kopi Janji Jiwa, Kopi Lain Hati, Kopi Bersahaja, Kata Kopi, Kopi Sejiwa, Kopi Ruang Hati and Kopi
Bahagia. The phenomenon of the performance of verbal brands represented through logos makes contemporary coffee shop
brands have formulated visual homogeneity in their marketing strategies. This study aims to describe how the branding and
marketing strategies of these brands. The method used is a content analysis and online marketing analysis through Instagaram in
targeting markets, especially adolescent people in big cities in Indonesia. Content analysis is applied to determine how many
visual and verbal elements in the coffee brand activity, whereas online marketing analysis to map the market and illustrate how
the role of marketing media, especially social media. However, the result of this research has revealed that the homogeneity
of brandinghas become a paradox of branding: creating brand blur as well as consumer disloyalty.
Keywords: branding strategy, contemporary coffee shops, marketing.
1. INTRODUCTION brands which are mostly built by young entrepreneurs
with small funds so that they can have an affordable
The contemporary lifestyle of drinking coffee has price compared to prominent brands by using plastic
dragged Indonesia's young market, one of which is with glass packaging. [2]
an attractive brand name and visual identity. Some
brands compete with brand names that use verbal 1.1. Related Work
expression related to feelings as brand names such as There is some research work done in the area of the
Kopi Kenangan, Kopi Janji Jiwa, Kopi Lain Hati, Kopi visual brand and the power of online marketing for local
Bersahaja, Kata Kopi, Kopi Sejiwa, Kopi Ruang Hati coffee shops brand in Indonesia. The existing research
dan Kopi Bahagia. Inevitably, these manifestations have which is conducted by Ulita [3] has found that in 2015-
created visual homogeneity in their marketing strategies. 2018 there was an increasing number of local coffee
The term contemporary coffee itself is a type of coffee shops from 27 to 94 local coffee shops. Besides, there
that uses a mixture of espresso coffee and fresh milk were shifting trends that previously the local name brand
mixed with palm sugar that has priced below Rp. 25,000 used foreign languages has transformed to local names in
and specifically targeting the younger market who do the necessity to be closer to the local consumer. Another
not like bitter coffee. [1] Previous coffee consumption research result is the tendency of visual branding
discourses such as Caffe Latte and Capuccino which using a simple logo; vector style with eligible typeface;
were dominated by fresh milk and espresso has been by only using three dominant colors black, white and
encouraging the development of similar product by local red; as well as they use local terms that are easily
Copyright © 2021 The Authors. Published by Atlantis Press B.V.
This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 82
Advances in Economics, Business and Management Research, volume 175
pronounced by local people; promoting the local identity experience of taste and feelings. It cannot be denied that
of Indonesia. The benefits of color are considered to the visual identity is the entrance of a brand imaged by
strength the brand and could enhance consumer consumers. Therefore, the first thing that needs to be
memory to the brand. Besides, these contemporary investigated is to analyze the contents of contemporary
coffee marketing models often use social media to coffee brand visual elements.
promote their products, especially Instagram so they In the big frame of the brand, there are several visual
could maintain the relationships with their customers in elements, namely brand name, logo (both logomark and
addition to increasing brand awareness. Rachmanda [4] logotype), packaging, and design of coffee shop outlets.
has performed that the importance of a viral marketing [5] According to Brooking:” A logo, brand mark or
role in Jokopi. The result shows there are four stages of brand icon is a deceptively simple device. It employs a
viral strategy, by utilizing important events; the second combination of shapes, colors, symbols and sometimes
stage is the right momentum to promote videos by using letters or words in a simple design that symbolizes the
Instagram facilities such as a story, #wargajokopi to values, quality and promise offered by the
confirm the customer's identity and @tagged to manufacturers of a product or service.”
discount; the third stage is the collaboration with the Wiryawan [6] explained that the logo usually is
community and the last stage is evaluating the customers usually in the form of a wordmark or picture mark or a
feedback from direct message. [4] combination of both. Wordmark is a brand name that is
also called a logotype, while a logomark commonly
1.2. Contribution called symbol is a part of logo in the form of an image.
This research will answer two questions: 1) What are Whilst, packaging design term described by
the identity format and visual style (logo, packaging Klimchuck and Krasovec [7]: “Packaging design is the
design, coffee shop design) of contemporary coffee connection of form, structure, materials, color, imagery,
brands that use brands with vocabulary related to typography, and regulatory information with ancillary
feelings? 2) What is the marketing strategy in design elements to make a product suitable for
promoting it through social media, especially marketing. Its primary objective is to create a vehicle
Instagram? To answer this question, the content analysis that serves to contain, protect, transport, dispense, store,
method will be used to determine how many visual and identify, and distinguish a product in the marketplace.
verbal elements are involved in coffee brand marketing Ultimately, the goal of a packaging design is to meet
activities. The power of brand identity through similar marketing objectives by distinctively communicating a
visuals is a fascinating marketing strategy phenomenon consumer product’s personality or function and
to be studied. Instead of creating brand differences, generating a sale.”
contemporary coffee celebrates its similarity. Whereas, a coffee shop design as environment
Furthermore, this research also aims to understand the communicates brand positioning and attractive
influence of social media on approaching young people's arrangements can increase sales. Exterior and interior
market segmentation. are collaborative works between architects, space
designers, lighting experts, industrial designers,
1.3. Paper Structure structural and mechanical engineers, general
The rest of the paper is organized as follows. Section contractors, and subcontractors with client as a team
2. presents the investigation and analysis of visual brand to create unique branded environments and compelling
identity from logo, packaging design, Instagram, and experiences etc, as Wheeler stated [8]. This overall
coffee shop design. Section 3. concludes the paper and branding communication usually establishes to be
direction for future research. positioned in the minds of consumers. According to
Wheeler: “Positioning is a process to identify what
boldly differentiates a brand in the mind of a customer.
2. ANALYSIS Customers are overwhelmed with choices. Positioning
has the potential to create new openings in an
2.1. The Investigation of Visual Elements in Brand oversaturated, continually changing marketplace. The
Identity best positioning builds on a deep understanding of
Before advancing further, it is necessary to present a customer needs and aspirations, the competition, the
conceptual understanding of the terms related to this strengths and weaknesses of a brand, changes in
paper. According to Brooking [5]:" A brand is also far demographics, technology, and trends.”[8
more than the name, logo, symbol or trademark that
highlights its origin; it is imbued with a set of unique
values that defines its character and works as an
unwritten contract, promising to deliver satisfaction by
providing consistent quality each time it is bought, used
or experienced. Brands also seek to connect emotionally
with their consumers, to ensure that they are always the
first and only choice, creating lifelong relationships."
Consequently, the brand is not just a visual form but
also non-visual form, specifically the idea of quality and
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Table 1: Content Analysis to investigate visual elements of the brand in logo, packaging, Instagram, and coffee
shop design.
Log Packaging Instagram Coffee Shop
o Design Design
226k
followers
386k
followers
127k
followers
2,455
followers
84
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10,4k
followers
11,6k
followers
34,2k
followers
8,915
followers
85
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Table 2: The result of content analysis from investigate visual elements of brand in logo, packaging,
Instagram,and Coffee shop
Brand Logo Packaging Instagram Coffee Shop Design
Kopi -Using brand name logotype Transparent plastic -Instagram contains -The coffee shop is a
Kena and logomark with 'melted cups ready to drink. promotion discounts and kind of 'coffee to go'
ngan love symbol' in black and The label is applied menu information. outlet that can be
white colors. in a black and white -Frequently using found in the Mall, but
logo. female consumers as a the consumer still
content promotion in the could enjoy it in the
Instagram feed. restaurant.
-The environment
feels warmth by
using a combination
of brown and black
colors. The huge
signage of the logo
installed on the top
of the tenant.
Kopi Kopi Janji Jiwa Transparent plastic - Instagram contains menu -The coffee shop is a
Janji -Using a logo with a cups ready to drink. and discount promotion - kind of 'coffee to go'
Jiwa combination of handwriting The label is applied To enhance brand outlet in black and
style as a logotype and promise in a black and white awareness, Janji Jiwa also white color ambiance.
pose fingers symbol as a logo. sells shirt merchandise - The booth quite
logomark in black and white which is designed by the small and equipped
colors. collaboration famous by signage with
illustrator, Ayang 'JILID (number)'
Cempaka, and clothing text to show which
brand named Tropic outlets.
Thunder Vintage.
Kopi -Using a logo with a Transparent plastic -Instagram contains -The coffee shop is
Lain combination of script cups ready to drink. discounts promotion and a kind of 'coffee to
Hati handwriting style as logotype The label is applied menu information. go' outlet in black
and the fingers appeared in in a black and white -Frequently using artists and white color
'love' Korean symbol which is logo. and celebrities to ambiance with
very popular among youth advertise the products orange color
and love icon as a logomark. which indirectly accentuation.
represented female - the outlets can be
consumers as the target found in a mall or
market. 'ruko'.
Kopi -Using name only logo in Transparent plastic -Instagram contains -The coffee shop is
Bersa script typeface in black and cups ready to drink. menu information a single outlet which
haja white colors. The label is applied which is dominated by is similar to
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in a black and white the photograph common coffee shop
logo with vertical products. previously as
layout - Infrequently to display hangout place with
consumer profiles. casual look.
kat Using name only logo in Transparent plastic - Instagram contains The coffee shop is a
a./ script typeface in black and cups ready to drink. promotion discounts and kind of 'coffee to go'
ko. white colors with spelling The label is applied in menu information. outlet in black and
pi/ style in the dictionary. a black and white logo - Regularly using white colors
with “karena kopi itu 'national day' to attract
kata” text as tagline. followers.
Ko -Using name only logo in Transparent plastic - Instagram contains -The coffee shop is a
pi script typeface in black and cups ready to drink. photos of consumer single outlet that is
Seji white colors. The label is applied interaction whilst similar to a common
wa in a black and white enjoying coffee and food. coffee shop
logo. previously as a
hangout place with
warm colors such as
brown and ivory.
Ko Using a logo with a Transparent plastic - Instagram contains The coffee shop is a
pi combination of script cups ready to drink. promotion discounts and kind of 'coffee to go'
Rua handwriting style as logotype The label is applied menu information as outlet in black and
ng and the hand posed in 'love' in a black and white well as photos of creme colors
Hat symbol which is very popular logo. consumers in the outlet.
i in Korean pop culture. -The consumer
testimonials as man
communication
strategy which mostly
represents the female
consumer.
Brand Logo Packaging Instagram Coffee Shop Design
Bah Using name only as a logotype Transparent plastic Instagram content The coffee shop is a
agia by playing 'o' in 'kopi' text cups ready to drink. contains photos of the house equipped with
Kopi replaced by coffee bean icon. The label is applied cafe atmosphere in the chairs and tables in
The curvilinear line looks like in a black and white backyard of the house of the backyard. There
a smiley icon at the bottom of logo. coffee shop and photos is a mural near the
'bahagia' text and at the same of youth consumers barista table with the
time could be accepted as a whilst experiencing words, 'jangan lupa
cup illustration. The logo only coffee and food. bahagia' which used
uses red color as an identity. to be a place for
selfies corner for
consumer.
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2.2. The Analysis of Visual Elements in BrandIdentity has become relatively homogeneous. It reveals that a
successful coffee shop business with a certain visual
2.2.1. The Logo identity will be duplicated by the other brands.
Table 1 and Table 2 above show that the brand Certainly, with the similarity of visual styles like that, it
names (verbal) used are words associated with feelings, is expected that people will glance at and start to taste
especially those related to the theme of love and other brands. In the field of Visual Communication
friendship. This kind of brand name has become a trend Design, the visual style could construct consumer visual
to target the youth market, especially those aged 18-28 preferences, according to the statement of Walker [9]:
years with the profession as students or workers "style is not a concept which can be sensibly applied to a
(private or entrepreneur). With the affordable price, if single artefact: it is only valid in respect of artefacts
compared to great brand coffee shops, these local coffee considered as member of groups. To identify an object
brands can be an alternative for young people. as belonging to particular style necessarily implies the
Moreover, by using logotype which is frequently in the existence of other objects with which it has feature in
form of script type as well as handwriting affected the common. And the specific character of one style is most
casual look and consequently contribute to the visual clearly when it is contrasted with others."
preference of juvenility because most brands use the Whereas in communication through social
same aesthetic approach. Supported by a logomark in media particularly through Instagram, the habit of
the form of icons that are associated with the thoughts consuming coffee in the ready-to-drink coffee cup has
of young people for instance love symbol, coffee beans made it viral on social media because the youth market
symbol, fingers forming a symbol of love is the favors to photograph and upload it on their social media
'standard' logo visualization. accounts. This phenomenon is a sort of a free marketing
strategy because it includes Word of Mouth (WOM)
2.2.2. The Packaging strategy just simply through social media. Kotler and
The takeaway concept of plastic glass packaging Keller [10] acknowledged, "Some marketers emphasize
has become the principal marketing strategy because two specific forms of word of mouth news - buzz and
consumers do not have to hang out at the shop. viral marketing. Buzz marketing generates interest,
Consequently, young people prefer to consume it while creates publicity, and expresses new relevant
walking or doing other activities then take photos and information related to the brand through unexpected or
upload it to social media with #hashtag, @mention and even surprising means. Viral marketing (contagious like
tags on their brand or community. Promotion through a virus) is another form of word of mouth, or 'news
social media like Instagram, Facebook, and Twitter has from one mouse click to the next click (word of
become fundamental in internet-based marketing. mouse),' which encourages consumers to tell products
According to Wheeler about the role of social media: and services developed by the company or audio, video
"Social media has become the fastest-growing budget and information written to others online ". Moreover,
in the marketing arsenal. While there is still much Sernovitz in Wheeler [8] suggested that earning the
debate about how to measure and manage the ROI on respect and recommendation from customers,
social, one thing is clear: consumers have become active consequently has made them doing free marketing for
participants in the brand-building process. Retweets brand due to the great service and they start to converse.
work at speeds much faster than the rollout of a global Furhermore, if observed from the number of
marketing campaign. Everyone has become a player, followers of these brands, they are loyal followers of
producer, director, and distributor." [8] the brand because through Instagram, they can get the
2.2.3. Coffee Shop Design latest information and promotions. Indeed,
As a part of branding, the design of a coffee shop fundamentally the number of followers does not
should be possible to create an experience and represent the actual number of loyal buyers as a whole,
environment that make it easy for customers to buy, and but can be a representative number of customers.
that inspire them to come back again and again as However, if observed by its market share, it shows that
well as the alignment the quality and speed of service the Kopi Janji Jiwa has the largest followers by
with the experience of the environment. [8] In addition 386,000, following by Kopi Kenangan with 226,000
to Kopi Bersahaja, Kopi Sejiwa dan Kopi Bahagia, other followers, Kopi Lain Hati has accounted nearly 127,000
brands are a franchise business model, therefore in the followers, Kopi Ruang Hati with 34,200 followers and
arbitration, the outlets must follow the brand identity ka.ta / ko-pi / has 10,400 followers. Those five coffee
system including presenting the same interior. As a brands are franchise busines model that have hundreds
consequent, a similar experience will be received by of coffee shops in several cities ranging from 18 to 80
consumers in different cities. cities in Indonesia, so it can be assumed that followers
From the explanation above, it emerges that the also spread from the cities of the distribution channel.
naming of brands, logos, packaging designs, and outlets Whereas the coffee shop that was intended to be a space
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Advances in Economics, Business and Management Research, volume 175
to hang out by consumers with the branch coffee shop [2] A. Riani, Cerita Akhir Pekan: Asal-usul Kopi
concept such as Kopi Sejiwa has 11,600 followers, Susu Kekinian, www.liputan6.com,
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3. CONCLUSION Oktober 2019, pp 205-223
[4] G. B.P. Rachmanda, Strategi Viral Marketing
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[8] A. Wheeler, Designing Brand Identity, John
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