Menu Book as an Information Media of Hungreens MSME

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting both national and regional economic growth through job creation, innovation, and local resource optimization. In line with this, the Tumbas Mbois program was initiated to enhance the quality, productivity, and competitiveness of MSMEs across the Lowokwaru district. Hungreens, a developing MSME specializing in healthy food products, requires an effective medium to communicate clear, attractive, and persuasive information to its target customers. This study aims to design a visually informative menu book for Hungreens as an integrated information and branding medium. The research employs a qualitative descriptive method through interviews and direct observation to analyze the brand’s visual needs and consumer preferences. The design process emphasizes principles of visual communication—such as layout composition, typography, color harmony, illustration, and photography—to build a cohesive and appealing brand identity. By applying these design elements consistently, the project seeks to improve the clarity and visual attractiveness of product information, encourage positive perception, and influence consumers’ purchasing decisions. Moreover, to align with the rapid trend of global digitalization, this menu book is also adapted into an interactive digital version, expanding its accessibility and promotional impact. Overall, this research contributes to the development of MSME branding strategies, emphasizing the importance of visual communication design in strengthening brand image and enhancing consumer experience.