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Jamu Mbak Suni is a Micro, Small, and Medium Enterprise (MSME) established in 2015. This brand focuses on traditional herbal drinks (jamu) presented with a modern concept. The MSME offers four product variants: traditional jamu, fusion jamu, dried spice drinks (wedang rempah kering), and jamu cookies. The target market is young people. However, the brand’s modern, youthful concept has not yet successfully reached the desired target audience. Therefore, the author undertook a redesign of Jamu Mbak Suni’s visual identity with the hope of helping the brand better describe its products and unique qualities, effectively reach its target market, and position itself competitively within the industry. The design process utilized Alina Wheeler’s branding theory. The outcome of the redesign includes a new logo for Jamu Mbak Suni, superfgraphics, and their application in collateral media, along with a graphic standards manual. The core concept or “big idea” behind the redesign is “a dynamic form of cultural heritage transformed into a youthful spirit.”