Proceedings of the 2nd Universitas Kuningan International Conference on System, Engineering, and Technology, UNISET 2021, 2 December 2021, Kuningan, West Java, Indonesia

Research Article

Design Study on Cup Packaging Labels of Micro Coffee Business Products in Kuningan Regency as Brand Identity and Brand Image (Case Study: Otaku Coffee and Sisijalan Kopi)

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  • @INPROCEEDINGS{10.4108/eai.2-12-2021.2320314,
        author={Elin  Herlina and Sigit  Kusuma and Azhar Natsir Ahdiyat},
        title={Design Study on Cup Packaging Labels of Micro Coffee Business Products in Kuningan Regency as Brand Identity and Brand Image (Case Study: Otaku Coffee and Sisijalan Kopi)},
        proceedings={Proceedings of the 2nd Universitas Kuningan International Conference on System, Engineering, and Technology, UNISET 2021, 2 December 2021, Kuningan, West Java, Indonesia},
        publisher={EAI},
        proceedings_a={UNISET},
        year={2022},
        month={8},
        keywords={graphic design; packaging label design; brand image; brand identity; coffee shop},
        doi={10.4108/eai.2-12-2021.2320314}
    }
    
  • Elin Herlina
    Sigit Kusuma
    Azhar Natsir Ahdiyat
    Year: 2022
    Design Study on Cup Packaging Labels of Micro Coffee Business Products in Kuningan Regency as Brand Identity and Brand Image (Case Study: Otaku Coffee and Sisijalan Kopi)
    UNISET
    EAI
    DOI: 10.4108/eai.2-12-2021.2320314
Elin Herlina1,*, Sigit Kusuma1, Azhar Natsir Ahdiyat1
  • 1: Universitas Kuningan, Kuningan, Indonesia
*Contact email: elin.herlina@uniku.ac.id

Abstract

The development of micro-coffee businesses in the form of coffee shops is increasingly widespread and has become a new commodity for the people of Kuningan Regency, marked by about a hundred coffee shop micro-business units appearing in this city. Many of the products offered by coffee shops are packaged in cup form. This cup packaging not only serves to protect the product, but also serves as a coffee shop brand identity. This study uses a qualitative approach with interpretive descriptive analysis. The method used is an analysis of the cup packaging label design structure including elements and principles of graphic design as a form of image and brand identity through various ways, namely literature studies, questionnaires, observations, and interviews. The results of this study indicate that the cup packaging label design structure for the Otaku Coffee is composed by Japanese typography as their logo element and the red color which represents ‘diligence/tenacity’ and is closely related to ‘Japanese culture’ as its brand image. As for Sisijalan Kopi, the cup packaging label design structure is composed by textual elements, visuals (illustrations) with outer space theme that portray the ‘youth and exploration’ as the brand image.