PERANCANGAN KEMASAN PADA UMKM SAMBAL ATYAB DI KABUPATEN KEBUMEN JAWA TENGAH

Al Kaisa, Muhammad Fawaz and Prajarini, Dian (2025) PERANCANGAN KEMASAN PADA UMKM SAMBAL ATYAB DI KABUPATEN KEBUMEN JAWA TENGAH. Skripsi thesis, Sekolah Tinggi Seni Rupa dan Desain Visi.

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Abstract

Sambal Atyab is an UMKM from Kebumen, Central Java, that produces eight variants of wet and dry chilli sauce. Initially, the product was packaged in a small jar containing 150 ml with an orange sticker that was not able to represent the character of sambal which is identical to the colour red and did not reflect the brand identity which also uses the colour red. Other problems with the packaging include a design that does not reflect the brand colours, does not comply with SNI standards because it does not differentiate each flavour variant, and is visually unattractive in the form of images and typography with a messy layout. To answer these problems, a packaging redesign was carried out using the Design Thinking method through five stages, namely empathise, define, ideate, prototype, and test. The resulting solutions include the use of jar packaging with a new informative label design by differentiating the design and illustration of each flavour variant, standing pouch packaging for dry chilli sauce, and box packaging containing three chilli sauce variants as a package product. Test results show that the new packaging better represents the brand and product identity, is easier to open and store, and addresses all previous issues. With an approach that focuses on user needs, the design is expected to increase attractiveness, strengthen product image, and fulfil consumer expectations visually and functionally.

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