VISUAL IDENTITY DESIGN AND PACKAGING DESIGN FOR MESHA BITES COOKIES MSME

Abstract

The growth of culinary MSMEs encourages business owners to develop branding strategies to improve product competitiveness, including through packaging design and visual identity as a communication medium between products and consumers. Mesha Bites, a cookie MSME, previously used simple packaging without a consistent visual concept, resulting in a lack of uniqueness and visual appeal. This project aims to create a visual identity and packaging design that represents the Mesha Bites brand character in a more attractive, communicative, and interactive way through a visual communication design approach. The methods used include observation, visual data collection, analysis, and the application of design principles. The results show that the use of cat illustrations as the main storytelling element, a warm neutral color palette, Kenoky Light and Poppins Light geometric sans serif typography, a compact foldable box structure, and an innovative dual-layer closure that creates an interactive visual illusion successfully builds a more consistent brand identity, enhances aesthetic value, and creates a memorable consumer experience that strengthens brand image.