Desain kemasan kue lumpur lumer Lumerlicious dengan visual storytelling
DOI:
https://doi.org/10.30998/jd.v13i1.61Keywords:
Desain Kemasan, Kue Tradisional, Visual Storytelling, Identitas, MerekAbstract
Banyak kemasan jajanan tradisional masih menggunakan desain sederhana dan kurang menarik sehingga kalah bersaing dengan jajanan modern yang menerapkan strategi visual branding inovatif. Kondisi ini menciptakan kesenjangan, di mana produk seperti Kue Lumpur Lumer Lumerlicious dengan kemasan konvensional belum mampu sepenuhnya menarik minat konsumen muda. Penelitian ini bertujuan merancang desain kemasan Kue Lumpur Lumer dari merek Lumerlicious dengan identitas visual baru yang sesuai dengan niche pasar yang dituju. Pendekatan visual storytelling digunakan untuk merepresentasikan kenikmatan produk secara kreatif sekaligus menegaskan positioning merek. Metode dalam penelitian ini adalah deskriptif kualitatif, dengan melakukan wawancara secara online dengan pemilik bisnis, studi literatur, dan dokumentasi. Tahap selanjutnya masuk pada proses desain yang dibagi menjadi 3 tahap yaitu, pre design, design, dan post design. Hasil penelitian menunjukkan bahwa desain kemasan baru dengan identitas visual dan storytelling yang kuat berhasil menciptakan kesan modern, segar, dan elegan, sekaligus mempertahankan nilai tradisional dari produk bagi remaja. Implikasi penelitian ini memberikan kontribusi nyata bagi desainer dan industri kuliner dalam mengembangkan strategi kemasan yang mengintegrasikan visual storytelling untuk memperkuat brand identity. Pendekatan ini membuktikan bahwa kemasan tradisional dapat ditransformasi menjadi lebih relevan, kreatif, dan sesuai dengan preferensi pasar kalangan muda.
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