Unveiling Indonesian Coffee Identity: Developing Packaging Designs Aligned with Japanese Trends

DOI

10.2991/978-2-38476-228-6_39How to use a DOI?

Keywords

Packaging design; Indonesian Coffee Cultural Traits; Consumer Trends in Japan; Cross-Cultural Market Expansion

Abstract

Product packaging design plays a crucial role in providing a distinctive cultural experience, capturing consumer attention, and driving engagement in product purchase or consumption. In Indonesia’s creative industry landscape, efforts to expand market reach by targeting specific consumer segments require a deep understanding of developing packaging designs that align with dynamic consumer trends and preferences. However, a critical challenge persists within Indonesia’s creative industry, namely the lack of an adaptable conceptual framework for developing product packaging designs that resonate with evolving trends and preferences in the Japanese market. This study focuses on uncovering prevalent trends and consumer tendencies in the Japanese market, while prominently showcasing Indonesia’s unique cultural attributes. The research methodology delves into specific regional coffee taste profiles, explores the original product’s visual identity, and analyzes the symbiotic relationship between flavor and visual representation, leading to comprehensive packaging structures. Concurrently, an examination of consumer behavior and packaging standards within the Japanese context is conducted. The integration of community engagement is a pivotal aspect of the development process, with active participation from coffee-producing farmer communities shaping packaging elements that reflect Nusantara’s distinctive coffee characteristics. The result of these endeavors is the creation of prototypes, poised to become valuable tools for real-world testing in Japan upon the conclusion of this research. This approach provides a tangible metric for subsequent phases of refinement and strategic adaptation, while fostering active collaboration with coffee-producing communities to realize an authentic and sustainable packaging design.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Desi Dwi Kristanto
AU  - Hari Nugraha
AU  - Edi Purwanto
AU  - Fitorio Bowo Leksono
PY  - 2024
DA  - 2024/06/12
TI  - Unveiling Indonesian Coffee Identity: Developing Packaging Designs Aligned with Japanese Trends
BT  - Proceedings of the International Conference on Multidisciplinary Studies (ICoMSi 2023)
PB  - Atlantis Press
SP  - 474
EP  - 488
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-228-6_39
DO  - 10.2991/978-2-38476-228-6_39
ID  - Kristanto2024
ER  -