Packaging Design as a Brand Building Tool for Organic Black Rice Business Concept. Case Study on a Diet Rice
- Keywords
- Packaging Design, Brand Building, Organic Rice Business, Diet Rice.
- Abstract
Healthy lifestyle favored by the people, resulting intensified competition of the healthy food products in the market. Diet Rice brands formed in Bandung around 2014, and was marketed as substitute products that can enhance healthy lifestyle in Indonesian society. Within a year, Diet Rice products are experiencing a decrease in sales. Eventually the efforts to market products better by way of changing the packaging design. Packaging is important in the process of improving the value brands as media delivery in communicating corporate identity and the product’s image itself. Earlier, healthy products did bigger impact in the lifestyle. Unfortunately, Diet Rice have not yet found the right packaging concept for building company’s brand, and they need to change the Diet Rice’s packaging shape against potential consumers of this product. Through semantic differential approach, Organic Rice can direct packaging that is suitable to Diet Rice’s vision and concept so can build an effective brand. Research is carried out qualitatively with in-depth understanding of human behavior and observable objects and also quantitative by sampling process through questionnaire to find out how consumers perception of Diet Rice’s packaging, and processed by the semantic differential to assess prototype alternatives for Diet Rice’s new packaging design.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Rima Febriani PY - 2019/07 DA - 2019/07 TI - Packaging Design as a Brand Building Tool for Organic Black Rice Business Concept. Case Study on a Diet Rice BT - Proceedings of the 5th Bandung Creative Movement International Conference on Creative Industries 2018 (5th BCM 2018) PB - Atlantis Press SP - 439 EP - 445 SN - 2352-5398 UR - https://www.atlantis-press.com/article/125910967 ID - Febriani2019/07 ER -