Villa Agave Logo as a Strategy for Brand Identity and Development of Comfortable Natural Residential Image

Abstrak

The development of the tourism industry has increased the demand for temporary accommodations that not only function as places to stay but also provide visual and emotional experiences for visitors. In an increasingly competitive environment, visual identity plays an important role in building brand image and differentiating a property from its competitors. Villa Agave, as an accommodation with a natural and comfortable concept, does not yet have a visual identity that can optimally and consistently represent its character. This study aims to design a logo for Villa Agave as part of building its brand identity using a design thinking approach oriented toward user needs. The method consists of five stages: empathize, define, ideate, prototype, and test. Data were collected through observation, interviews, literature review, and comparative studies to gain a deeper understanding of the brand character. The result of this study is a logo that visually represents the concept of natural and comfortable living in a communicative and relevant way, thereby strengthening the brand image of Villa Agave in the hospitality industry.