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Abstrak Perkembangan industri di Indonesia memberikan perubahan bagi Usaha Kecil Menengah (UKM) untuk bersaing memenuhi kebutuhan konsumen. Obyek penelitian ini pada UKM Benok di Desa Klampok Kecamatan Tongas Kabupaten Probolinggo hasil budi daya jagung yang diolah menjadi makanan ringan Emping dan Tortilla Jagung. UKM Benok memiliki peluang masuk di pasar swalayan. Namun identitas UKM Benok masih belum jelas dalam penerapan visualnya. Sehingga perlu meredesain logo Benok yang memiliki kekuatan identitas citra produk jagung. Upaya redesain dan media promosi dalam meningkatkan daya beli masyarakat adalah bagian dari proses mengungkap problematika yang dihadapi oleh UKM Benok, terutama bertujuan peningkatan citra produk makanan ringan. Melalui metode penelitian Desain proses pengumpulan data yang kemudian di lakukan analisis SWOT, analisis visual dan verbal guna menghasilkan redesain logo, analisis warna dan konfigurasi yang dijadikan dasar dalam mendesain label kemasan dan media promosi sebagai citra produk. Hasil penelitian ini yaitu pengembangan kemasan menggunakan standup pouch , mampu memberikan kemudahan konsumen dan meningkatkan kualitas produk Benok. Sedangkan penguatan citra produk dengan meredesain yang meliputi logo, naming dan warna serta pendekatan fotografi dalam penguatan visual pada desain label kemasan dan desain poster sebagai penguatan merek yang mampu bersaing di pasar dan mampu meningkatkan daya saing dari Benok. Kata Kunci: citra produk, kemasan, logo, media promosi, redesain Abstract The development of industry in Indonesia provides a change for Small and Medium Enterprises (SMEs) or “Usaha Kecil Menengah (UKM)” to compete with consumers. The object of this research is Benok UKM in Klampok Village, Tongas Subdistrict, Probolinggo District, the results of corn cultivation processed were snacks, Emping, and Corn Tortillas. Benok UKM has the opportunity to enter the supermarket. However, the identity of Benok UKM is still unclear in its visual application. So it is necessary to redesign the Benok logo that has the strength of the corn product image identity. Efforts to redesign and promote media in increasing people's purchasing power are part of the process of uncovering the problems faced by Benok UKM by particularly aiming at improving the image of snack products. Through research design methods the process of collecting data is then carried out a SWOT analysis, visual and verbal analysis to produce logo redesign, color analysis, and configuration that are the basis for designing packaging labels and promotional media as product images. The results of this study are the development of packaging using standup pouch, able to provide consumer convenience, and improve the quality of Benok products. While strengthening the product image by redesigning that includes logos, naming, and colors as well as a photographic approach in visual reinforcement on the packaging label design and poster design as a reinforcement of a brand that can compete in the market and can increase the competitiveness of Benok. Keywords: logo, packaging, product image, promotion media, redesign

REDESAIN LOGO DAN MEDIA PROMOSI SEBAGAI CITRA PRODUK MAKANAN RINGAN UKM BENOK