Kajian Branding Produk F&B Berbasis Buah Untuk Meningkatkan Kesadaran Perawatan Diri Dari Dalam Studi Kasus: Hidden Farm Cafe

Abstract

A healthy lifestyle has become a trend in urban communities to achieve a balance of physical, mental, and environmental health. One form of this is inner self-care through the consumption of fresh fruits containing antioxidants, phenolic compounds, and flavonoids to protect body cells and slow down aging (Royani et al., 2024). However, the younger generation still finds fruit consumption less appealing. This study aims to analyze the branding strategies of fruit-based food and beverage products in increasing awareness of inner self-care, with a case study of Hidden Farm Café in Bandung. The methods used are descriptive qualitative through visual observation, semi-structured interviews, and analysis of design elements, spatial layout, and social media content. The research results are expected to provide an understanding of the role of visual elements, room atmosphere, and digital branding in conveying the message of healthy living from within.