PENERAPAN DESAIN BERKELANJUTAN (SUSTAINABLE DESIGN) PADA IDENTITAS VISUAL DAN KEMASAN PRODUK UMKM CIRENG GAAFAA SEBAGAI UPAYA MENINGKATKAN DAYA SAING SERTA KEPEDULIAN TERHADAP LINGKUNGAN.

Abstract

Packaging is an important element in building a visual identity and increasing the competitiveness of MSMEs. However, many MSMEs still use disposable packaging that is less environmentally friendly, such as styrofoam, plastic cups, and plastic bags. This problem was found in the Cireng GaaFaa MSME, whose packaging does not yet reflect the concept of Sustainable Design, thus potentially increasing packaging waste and not being able to provide added value to the brand image. This study aims to redesign the visual identity and packaging of the Cireng GaaFaa MSME by applying the principles of Sustainable Design to create more environmentally friendly packaging, strengthen brand image, and increase product competitiveness. This study uses a qualitative method with data collection techniques through observation, interviews, and literature studies. The results of the study show that the application of Sustainable Design through the use of more environmentally friendly packaging materials and the development of a visual identity can produce more attractive packaging, strengthen brand identity, increase product selling value, and provide a positive image as an MSME that cares about the environment. Thus, the implementation of sustainable design not only contributes to reducing packaging waste but also serves as an effective strategy for enhancing the visual identity and competitiveness of MSMEs amidst growing consumer awareness of environmentally friendly products.