PREMIUM PACKAGING DESIGN AS A MEDIA TO INCREASE BRAND VALUE OF "AYAM GORENG DJAYAKARTA" UMKM

Abstract

This study aims to redesign the visual identity and packaging of the "Ayam Goreng Djayakarta" MSME. The main problem underlying this design is the gap between the relatively high product price and the visual presentation of the packaging which is still standard using greaseproof paper and thinwall containers without brand identity. This has the potential to create an overpriced perception in the eyes of consumers. Through a qualitative method with data collection techniques in the form of direct observation, the results of the data collection were analyzed using a comparative analysis method. The results of the analysis show that the nominal price set is actually in accordance with the quality of the product and the portion offered, but is not supported by representative packaging. Therefore, this design aims to create packaging that has high aesthetic value and better functionality, so that it is able to provide visual justification so that consumers feel that the price is commensurate with the value obtained.