Development of Visual Branding for Bajulan Village, Nganjuk Regency, as a Tourism Identity Based on Local Culture

Abstract

This study aims to design a visual branding for Bajulan Village, Nganjuk Regency, as an effort to strengthen tourism identity based on local culture. The background of this research lies in the lack of optimal branding and promotion despite the village’s strong potential in nature, culture, and religious tourism. This study uses a qualitative method with a constructivist approach through observation, interviews, and data analysis based on the five-stage destination branding framework. The results show that Bajulan Village has strengths in tolerance, cultural diversity, and well-preserved natural attractions. The resulting branding concept is “Nitya Sahitya Dharmika,” representing sustainable culture and harmonious community life. The implementation is carried out through visual media such as logos, brochures, social media, and merchandise. The study concludes that the destination branding strategy can strengthen the village’s image as a sustainable and culturally harmonious tourism destination.