Penguatan Identitas Produk UMKM Keripik Singkong melalui Pendampingan Branding dan Desain Kemasan

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting local economic development; however, many MSMEs still face challenges in building product identity and competitiveness. One of these challenges was experienced by Joyo Langgeng Cassava Chips MSME in Jonggon Jaya Village, Loa Kulu District, Kutai Kartanegara Regency, whose products were marketed using simple packaging without a logo or clear product identity. This community service activity aimed to strengthen product identity through branding assistance and packaging design development. The activity employed a participatory approach involving the business owner in every stage of implementation, including observation, problem identification, logo design, packaging sticker development, implementation, and evaluation. The results showed that the assistance program successfully produced a business logo and packaging sticker that could be directly applied to the product packaging. The implementation of the new visual identity improved the appearance of the packaging, making it more attractive, informative, and professional. In addition, the activity enhanced the partner’s understanding of the importance of branding and packaging as marketing tools that support product recognition and competitiveness. The development of logo and packaging stickers not only serves as a product identity but also contributes to improving the product image and strengthening the market position of Joyo Langgeng Cassava Chips MSME.