Since 1914-1928, Baturraden has gained recognition as a recreational destination and a resting place for Dutch citizens. This was particularly prominent during the period when they governed the Kalibagor Sugar Factory. The appeal of the Baturraden area lay in its cool climate and abundant natural beauty, surpassing that of other locations.
Located at the foothills of Mount Slamet, Baturraden possesses a diverse range of tourism sectors, including natural, cultural, and artificial attractions. This abundance positions the region with immense potential in the tourism industry, capitalizing on its existing natural and cultural assets.
Currently, Baturraden lacks a distinctive regional identity to effectively represent its tourism offerings. The purpose of developing destination branding is to create a promotional tool for the local government to equally showcase all tourist destinations and advocate for tourism activities that coexist with the preservation of culture and surrounding nature.
To ensure the success of destination branding, several pre-execution stages have been undertaken, including idea generation and needs analysis based on qualitative research methods involving literature summaries, observations, and interviews.
The identity creation process begins with a visual study to uphold the original identity of the Baturraden area, emphasizing its natural and cultural conditions that are captivating to visitors.
The communication to be conveyed highlights Baturraden as a tourism area that values the honesty and friendliness of its people, providing a welcoming and comfortable environment for visitors.
"Lérén ning Baturraden" can be interpreted as "Rest in Baturraden".
The tagline "Lérén" or "Lirén" is a word commonly used by the Banyumasan-Javanese people, meaning "stop" or "rest". This word frequently appears in everyday conversations as a way of greeting and inviting others to pause for a moment. As the tagline evolves, it can also serve as a deeper communication tool, inviting the target audience to explore the various destinations in Baturraden.
With the determined communication and visual concept, various design derivatives are developed to assist the Baturraden government in promoting a consistent and well-organized regional image. These designs can be utilized effectively to enhance the overall promotion of the region.
Font in Use:
EB Garamond
KoHo
Special Thanks to:
Final Project Supervisor
Rangga Samiaji Rinjani, M.Sn.
Dionisius Bowo, M.Sn.
Adyatama Functional Staff for Tourism and Creative Economy at Dinporabudpar Banyumas
Syaefudin, SE.
DISCLAIMER:
This project was created to fulfill the graduation requirements for final graphic design studies at the Faculty of Fine Arts and Design - Jakarta Art Institute.
Credit goes to each owner of the visual assets that have been used in this non-commercial project.
Thank you very much.
Reynaldi Cahyadianto © April 2023
