Perancangan Identitas Visual Pada Desain Kemasan Makanan Ringan MZI Snack

Abstract

The culinary MSME industry in Indonesia is highly competitive due to the increasing number of new businesses offering similar products, rapid innovation, and easy access to marketing through online technology. A unique visual approach is needed to make a product stand out from its competitors. Packaging designs with unique graphics and shapes will influence consumers' decisions to purchase culinary products. MZI Snack is a pioneer in inclusive culinary businesses that empower people with disabilities through the creation of traditional Indonesian snacks, while also changing society's stigma about their abilities. However, the graphics used on the product packaging are not attractive enough to catch the attention of potential buyers. This study uses a descriptive qualitative method, describing the analysis of the visual design of the logo and packaging graphics designed for MZI Snack. This study is expected to increase the understanding of culinary entrepreneurs regarding the importance of utilizing packaging design, because in a good design, culinary entrepreneurs can incorporate the visual identity of the product and brand attributes, as well as increase the selling value of their products in the eyes of potential consumers.