Redesigning the Visual Identity of Local Product through Packaging Media: Baranahan Pangalengan Caramel Milk Candy

I Kurniawan, S M Putri

ICOBEST 2020 - New Era, the Trend towards Global Challenge after Covid-19 Pandemic - ISBN 978-623-95562-0-4


Local products are economic potentials that need attention from their development. Along with increasing human needs, the need for product variety is mostly met by products originating from local businesses. One of them is a snack product produced by Baranahan. Unfortunately, there are several things that hinder the development of Baranahan's products, such as “product image” and packaging materials that still look similar to those of its competitors. This condition is certainly interesting to research and then solve the problem. The method used is the mix method, with a qualitative approach to gain insight into consumers and product images, as well as communication methods to convey product images to the target market. This study resulting consumer insights that demand quality assurance, ease of carrying, and value of products as souvenir commodities. Consumer demand and product image can be displayed through packaging media that can represent this. Packaging can act as a representation of producers who communicate directly with consumers. The design of packaging elements is included in visual identity, including logos, colors, typography, illustrations, to the form and packaging materials. In the final stage, the research produces a packaging design prototype that can convey the image, product identity, and fulfill consumer demand based on daily activities. Not only primary packaging, this research also produces secondary and tertiary packaging. The results of this achievement are expected to be used as study material for designing other local products. Become an alternative reference in the process of designing local product packaging.

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