Illustration Mascot of Onycha Cake as an Promotional Media

Abstract

One of the main drivers of Indonesia’s economy is the MSME (Micro, Small, and Medium Enterprises) sector, which plays a vital role in supporting regional economic growth. A program called “Tumbas Mbois” was established through a collaboration between the Lowokwaru District and students from the Malang ASIA Institute of Technology and Business, as part of the Place Branding initiative for the city of Malang. One of the MSMEs participating in this program is Onycha Cake, a business that focuses on various types of traditional Indonesian cakes and is recognized for its high product quality and reliable service compared to its competitors. This study aims to create a mascot illustration for Onycha Cake with a strong visual identity and effective communication media. The research employs a qualitative descriptive approach through interviews and observations to identify the needs of Onycha Cake and its consumers preferences. In the mascot design process, the method involves simplifying the main subject namely, the MSME owner while incorporating the colors and characteristics of its signature product, the pastel cake. This approach allows the mascot to convey an emotional connection and effectively reflect consumer preferences. This research contributes to the development of MSMEs within the regional economic sector and highlights the important role of visual communication design in shaping consumer experience and strengthening brand identity.