ABSTRACT
The Armenti Coffee House is one of the coffee shops in Bandung that has the vision to make its coffee shop educational. Here, customers can deepen their insight into the coffee as well as have the unique experience of making their own coffee while learning about coffee processing. Based on the results of the interview analysis, the lack of maximum branding activity makes the target audience unable to recognize Armenti as an educational coffee shop. Also, many consumers want to learn about coffee, but Armenti is not their choice of places to study. This research uses qualitative methods in collecting data, in the form of observation, interviews, and literature study. The data obtained were analyzed using SWOT, AIO, and AISAS. The author makes a series of branding and promotions with the theme “Ragam Literasi Rasa,” with the goal of increasing awareness and recognition of The Armenti Coffee House.
