ABSTRACT
This study is intended to solve the problems in Mimi Sehat, a small-medium enterprise (SME) that has struggled in the culinary industry, mainly the health drink industry. The marketing of Mimi Sehat is currently limited as its visual communication has not been consistent in terms of visual identity, packaging, and promotion. The researchers collected the data through interviews, observation, documentation, and literature studies. The collected data were processed through the formulation of design strategies, such as PEST analysis, Porter 5 Forces, Competitor Analysis, SWOT Matrix, and Ansoff Matrix. The findings are used as the basis of the right visual communication design to solve the problems of Mimi Sehat to compete in the Indonesian culinary industry sector.
