Redesigning SATURDAYS Cafe Visual Identity with an Illustrative Approach as a Sustainable Strategy to Change Brand Perception and Relevance

SATURDAYS Cafe faces challenges in maintaining brand relevance and dis-tinctiveness in a dynamic growing market. This research focuses on redesigning the visual identity of SATURDAYS Cafe using an illustrative approach as a sustainable strategy to shift brand perception and enhance relevance. The study applies the Design Thinking method, which includes understanding user needs, defining key problems, ideating creative solutions, prototyping visual concepts, and testing these concepts with relevant stakeholders. The objective is to explore how an illustrative and sustainability-focused visual identity supports a stronger emotional connection with the audience and differentiates the brand from competitors. Expected outcomes include a more distinctive, memorable, and sustainable brand image. This research aims to demonstrate that applying Design Thinking to visual identity redesign offers effec-tive solutions for improving brand perception and relevance, with the process and findings to be presented upon completion.