A semiotic analysis of Ganep Tradisi Solo visual identity and packaging modernization strategy
DOI:
https://doi.org/10.30998/jd.v13i3.2869Keywords:
visual identity, Packaging design, Modernization, Traditional Products, Branding Strategy, Heritage branding, SemioticsAbstract
The visual identity of traditional product packaging plays a significant role in maintaining brand relevance amid changing consumer preferences and intense market competition. This study analyzes the visual identity of the 90-gram Roti Kecik plastic pouch from Ganep Tradisi Solo as a basis for formulating a modernization strategy that remains rooted in cultural values. Using a descriptive qualitative approach, the research employs a structural semiotic framework (Roland Barthes’ denotation and connotation) integrated with social semiotics (Kress and van Leeuwen’s visual grammar) and heritage branding theory to explore the typography, color, illustration, and packaging structure elements. The analysis focuses on how these elements construct symbolic meaning, traditional narratives, and brand positioning in the contemporary market. The results demonstrate that while Ganep's visual elements effectively function as denotative markers of Surakarta's cultural heritage, the connotative delivery is visually fragmented and lacks the structural simplicity preferred by Generation Z. This study contributes to the field by establishing a "Neo-Traditional" design strategy as the primary conceptual framework for bridging heritage values with modern market demands.
Downloads
References
Abolafia, J. (2025). A new structural transformation of the public sphere and deliberative politics. Contemporary Political Theory, 24(3), 584–587. https://doi.org/10.1057/s41296-024-00701-4
Balmer, J. M. T., & Burghausen, M. (2019). Marketing, the past and corporate heritage. Marketing Theory, 19(2), 217–227. https://doi.org/10.1177/1470593118790636
Bansal, R., Saini, S., Fahlevi, M., & Aziz, A. L. (2025). Revealing the insights on brand heritage: A systematic review and future research directions. Social Sciences & Humanities Open, 12, 102251. https://doi.org/10.1016/j.ssaho.2025.102251
Barthes, R. (1972). Mythologies. Hill and Wang.
Belliza, A., & Kusumawati, N. (2024). The influence of visual attributes in packaging design on generation Z’s dessert snack purchasing decision. Journal of Consumer Studies and Applied Marketing, 2(1), 57–74. https://doi.org/10.58229/jcsam.v2i1.175
Branca, G., Resciniti, R., & Babin, B. J. (2024). Sustainable packaging design and the consumer perspective: a systematic literature review. Italian Journal of Marketing, 2024(1), 77–111. https://doi.org/10.1007/s43039-023-00084-1
Celhay, F., Cheng, P., Masson, J., & Li, W. (2020). Package graphic design and communication across cultures: An investigation of Chinese consumers’ interpretation of imported wine labels. International Journal of Research in Marketing, 37(1), 108–128. https://doi.org/10.1016/j.ijresmar.2019.07.004
Erlyana, Y., & Hanifah, R. D. (2024). Innovative packaging design: Enhancing the takeaway tea experience at TWG tea in TWG Tea in Plaza Senayan, Indonesia. JIEMS (Journal of Industrial Engineering and Management Systems), 17(1). https://doi.org/10.30813/jiems.v17i1.8939
Erlyana, Y., & Jeremy, J. (2023). Pengabdian Kepada Masyarakat dalam Program Bedakan; Redesain Identitas Jenama dan Kemasan Produk Kopi Srikandi,”. Jurnal Pengabdian Dan Kewirausahaan, 7(1). https://doi.org/10.30813/jpk.v7i1.4301
Erlyana, Y., & Lim, J. Y. (2025a). Leveraging computational models to analyze the impact of co-branding on brand equity and consumer loyalty across generations. Journal of Computer Science, 21(7), 1586–1593. https://doi.org/10.3844/jcssp.2025.1586.1593
Erlyana, Y., & Lim, J. Y. (2025b). Multi-dimensional brand experiences in co-branded products across generations. International Journal of Advances in Applied Sciences, 14(4), 1018. https://doi.org/10.11591/ijaas.v14.i4.pp1018-1027
Erlyana, Y., & Ressiani. (2020). Basic of Packaging: Belajar Kemas Kemasan (1st ed.). Graha Ilmu.
Espineda, M. N., Banocnoc, A. H., & Bautista, I. B. B. (2025). A phenomenological study of consumer perceptions and industry challenges in the transition to sustainable packaging. Discover Sustainability, 6(1). https://doi.org/10.1007/s43621-025-01707-7
Ghorbani, M., & Westermann, A. (2025). Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives. Journal of Product & Brand Management, 34(2), 186–202. https://doi.org/10.1108/JPBM-09-2023-4738
Ginting, K. I., & Erlyana, Y. (2025). Pemberdayaan UMKM Mama Ni melalui redesain identitas visual dan kemasan saset berbasis pendekatan partisipatif untuk memperkuat daya saing produk lokal. Komatika: Jurnal Pengabdian Kepada Masyarakat, 5(2), 118–125. https://doi.org/10.34148/komatika.v5i2.1347
Gomes, N., & Malafaia, T. (2020). Ophelia and neo-Victorian readings: Cultural analysis of brand narratives. Anglo Saxonica, 18(1). https://doi.org/10.5334/as.2
Habib, M., Singh, S., Jan, K., McClements, D. J., & Bashir, K. (2024). Emerging trends in food packaging. In K. Bashir & Arshied. Manzoor (Eds.), Biodegradable and Edible Food Packaging (pp. 435–476). Elsevier. https://doi.org/10.1016/B978-0-323-95624-6.00014-X
Hu, S., & Cong, Z. (2024). Paying for culture: Cultural factors in local speciality product packaging’s effect on buying behaviour. Journal of Cultural Marketing Strategy, 9(1), 61. https://doi.org/10.69554/VYDB4068
Huo, J., Abd Jamil, A., & Yang, Z. (2025). Traditional cultural symbols in packaging design: A semiotic study on misinterpretation and commercialization. Malaysian Journal of Social Sciences and Humanities (MJSSH), 10(4), e003340. https://doi.org/10.47405/mjssh.v10i4.3340
Huwaida, L. A., Yusuf, A., Satria, A. N., Darmawan, M. A., Ammar, M. F., Yanuar, M. W., Hidayanto, A. N., & Yaiprasert, C. (2024). Generation Z and Indonesian social commerce: Unraveling key drivers of their shopping decisions. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100256. https://doi.org/10.1016/j.joitmc.2024.100256
Kress, G., & van Leeuwen, T. (2020). Reading images: The grammar of visual design. Routledge. https://doi.org/10.4324/9781003099857
Lauretta, K., & Anggraeni, A. (2025). The influence of brand imagery and packaging on Gen Z’s Indonesian makeup brand purchases. Proceedings of the 2025 4th International Conference on Creative Communication and Innovative Technology (ICCIT), 1–7. https://doi.org/10.1109/ICCIT65724.2025.11167530
Ligaraba, N., Cheng, J., Ndungwane, N. F., & Nyagadza, B. (2024). Brand authenticity influence on young adults’ luxury sneakers brand preference: the mediating role of brand image. Future Business Journal, 10(1), 33. https://doi.org/10.1186/s43093-024-00312-w
Ling, J., Li, H., Lan, R., Wu, J., Zhong, C., Zhang, H., Chen, J., & Hu, X. (2025). Cross-cultural design strategies for the internationalization of Chinese tea culture: A case ttudy of the Mei Leaf brand. In P.-L. P. Rau (Ed.), Cross-Cultural Design (pp. 36–48). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-93730-9_3
Liu, C., Samsudin, M. R., & Zou, Y. (2025). The impact of visual elements of packaging design on purchase intention: Brand experience as a mediator in the tea bag product category. Behavioral Sciences, 15(2), 181. https://doi.org/10.3390/bs15020181
Oktavianus, C., & Erlyana, Y. (2024). Perancangan Ulang Identitas Visual Emping Melinjo Enam Bersaudara dengan Kemasan Sebagai Media Utama. Jurnal Tanra, 11(3). https://doi.org/https://doi.org/10.26858/tanra.v11i3.63661
Palimbong, S. M., & Pasulu, I. (2021). Program kemitraan kemasan untuk meningkatkan daya saing UMKM di Makale Tana Toraja. Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI), 1(2), 102–104. https://doi.org/10.55606/jpkmi.v1i2.2911
Pavón Losada, J. A., Ferrando, M., Moncada, V., Operato, L., Gomes, L., Rosenow, P., & Hamd, W. (2025). Food packaging business models as drivers for sustainability in the food packaging industry. Frontiers in Sustainable Food Systems, 9. https://doi.org/10.3389/fsufs.2025.1563904
Pecot, F., Merchant, A., Valette-Florence, P., & De Barnier, V. (2018). Cognitive outcomes of brand heritage: A signaling perspective. Journal of Business Research, 85, 304–316. https://doi.org/10.1016/j.jbusres.2018.01.016
Pertiwi, M. I., Wahyuningrum, I. F. S., Agustina, L., & Aji, T. S. W. (2025). Improving branding through product packaging. Indonesian Journal of Devotion and Empowerment, 7(2), 99–110. https://doi.org/10.15294/ijde.v7i2.32492
Rustan, S. (2019a). Warna (1st ed.). Batara Imaji.
Rustan, S. (2019b). Warni (1st ed.). Batara Imaji.
Sammour, A. A., Chen, W., & Balmer, J. M. T. (2020). Corporate heritage brand traits and corporate heritage brand identity: the case study of John Lewis. Qualitative Market Research: An International Journal, 23(3), 447–470. https://doi.org/10.1108/QMR-03-2018-0039
Shahwar, D. e, Ashfaq, F., & Khan, M. (2024). The Impact of Visual Packaging Design on Perceived Food Product Quality and Brand Preference with Moderating Effect of Gender. Bulletin of Business and Economics (BBE), 13(1). https://doi.org/10.61506/01.00260
Shukla, P., Singh, J., & Wang, W. (2022). The influence of creative packaging design on customer motivation to process and purchase decisions. Journal of Business Research, 147, 338–347. https://doi.org/10.1016/j.jbusres.2022.04.026
Suherlan, Y., & Widiyanti, E. (2021). The model of eco-friendly packaging center to increase the competitiveness of MSMEs’ local products. IOP Conference Series: Earth and Environmental Science, 905(1), 012072. https://doi.org/10.1088/1755-1315/905/1/012072
Urde, M., Greyser, S. A., & Balmer, J. M. T. (2007). Corporate brands with a heritage. Journal of Brand Management, 15(1), 4–19. https://doi.org/10.1057/palgrave.bm.2550106
Vinsensia, D., Utami, Y., Jannah, N., & Wulandari, D. I. (2023). Penerapan Inovasi Desain Kemasan Sebagai Branding Produk Usaha Mikro Kecil Menengah (UMKM). Jurnal Pengabdian Kepada Masyarakat Nusantara (JPkMN), 4(3). https://doi.org/http://doi.org/10.55338/jpkmn.v4i3.1470
Wang, H., Ab Gani, M. A. A., & Liu, C. (2023). Impact of snack food packaging design characteristics on consumer purchase decisions. Sage Open, 13(2). https://doi.org/10.1177/21582440231167109
Wibowo, M. C., & Zainudin, A. (2024). The influence of minimalist design elements on visual preferences of Generation Z: A quantitative study. International Journal of Graphic Design, 2(2), 236–247. https://doi.org/10.51903/ijgd.v2i2.2133
Wijaya, M. P., & Erlyana, Y. (2022). Perancangan ulang identitas visual Yangko Pak Prapto dengan kemasan sebagai media utama. Ultimart: Jurnal Komunikasi Visual, 15(2), 231–243. https://doi.org/10.31937/ultimart.v15i2.2788
Zang, W., Chen, J., & Xiao, C. (2025). Research on tea packaging design and cultural communication mechanism from a sustainable perspective. Critical Humanistic Social Theory, 2(4). https://doi.org/10.62177/chst.v2i4.658
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Yuannita Steila, Yana Erlyana (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This license allows users to:
- Share: Copy and redistribute the material in any medium or format.
- Adapt: Remix, transform, and build upon the material to create derivative works.
These freedoms are granted under the following mandatory conditions:
- Attribution (BY)
You must give appropriate credit to the original author(s) and Jurnal Desain, provide a link to the license, and indicate if any changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor (the author or the journal) endorses you or your use. When citing the work, reusers must include the article’s Digital Object Identifier (DOI) for permanent citation. - NonCommercial (NC)
You may not use the material for commercial purposes. Commercial purposes are defined as uses primarily intended for or directed towards commercial advantage or monetary compensation. For any commercial use, republication, or incorporation into commercial products, you must seek and obtain specific permission from the copyright holder(s). - No Additional Restrictions
You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Official Legal Code: For the complete and legally binding terms of this license, please refer to the official legal code: Creative Commons Attribution-NonCommercial 4.0 International Public License: http://creativecommons.org/licenses/by-nc/4.0/.
