Exploring Generational Differences in Co-Branding: The Role of Visual Storytelling and Symbolic Design in the Mizzu x Khong Guan Collaboration

DOI

10.2991/978-94-6239-612-8_7How to use a DOI?

Keywords

co-branding; visual storytelling; symbolic design; packaging design

Abstract

This study investigates how visual storytelling, symbolic design, and generational engagement shape consumer perceptions in co-branding strategies. Focusing on the collaboration between Indonesian cosmetics brand Mizzu and biscuit brand Khong Guan, the research explores how packaging design and cultural symbolism influence the perceptions of Generation Y (Gen Y) and Generation Z (Gen Z) consumers. Using a design anthropology approach and qualitative thematic analysis with Nvivo 12, the study finds that Gen Y values nostalgic visual cues and emotional connections with heritage brands. At the same time, Gen Z prioritizes affordability, modern aesthetics, and practicality. The findings underscore how co-branding strategies can leverage these generational differences to evoke brand loyalty and engage diverse consumer segments. This paper provides new insights into how co-branding can create meaningful consumer experiences in emerging markets by tailoring strategies to generational preferences.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yana Erlyana
AU  - Lim Jing Yi
PY  - 2026
DA  - 2026/03/18
TI  - Exploring Generational Differences in Co-Branding: The Role of Visual Storytelling and Symbolic Design in the Mizzu x Khong Guan Collaboration
BT  - Proceedings of the 3rd International Conference and Exhibition of Innovation in Media and Visual Design (IMDES 2025)
PB  - Atlantis Press
SP  - 71
EP  - 86
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6239-612-8_7
DO  - 10.2991/978-94-6239-612-8_7
ID  - Erlyana2026
ER  -