PEMBERDAYAAN UMKM KULINER MELALUI VISUAL IDENTITY UNTUK MENINGKATKAN BRAND AUTHENTICITY CAFÉ BENGKALIS PEKANBARU

Abstract

Visual identity plays a crucial role for culinary MSMEs in enhancing brand authenticity and competitiveness in the digital era. This Community Service Program (PKM) aimed to empower Cafe Bengkalis in Pekanbaru by developing a consistent visual identity and improving digital branding literacy. The approach applied was community engagement, involving active participation from the Cafe owner and staff, including problem identification, visual identity design (logo, color palette, typography), digital branding training, as well as implementation and evaluation. The results showed that a standardized logo, color scheme, and typography strengthened visual consistency, increased social media engagement (likes up 35%, comments 20%, shares 15%), and built a professional and authentic perception among consumers. The digital branding training also enhanced the team’s capacity to manage content independently. In conclusion, empowerment based on visual identity not only strengthens brand authenticity but also generates social change by improving digital literacy, brand awareness, and local business sustainability.