Brand and Packaging Design for Image and Promotion: A Case Study of Baan Benjarong, Pathum Thani Province Brand and Packaging Design for Image and Promotion: A Case Study of Baan Benjarong, Pathum Thani Province

Abstract

This research aimed to 1) design the brand and packaging for image and promotion: A case study of Baan Benjarong, Pathum Thani Province, and to 2) evaluate satisfaction toward packaging for image and promotion: A case study of Baan Benjarong, Pathum Thani Province. The research instruments included 1) an interview form for the entrepreneurs of Baan Benjarong, Pathum Thani Province, 2) an opinion evaluation form about brand design, and 3) a satisfaction evaluation form toward packaging design.

The findings revealed that the researcher followed the design procedures, to be described as next. 1) For the prototypes of packaging design, i.e., mugs, the entrepreneurs set the problem and design approaches. 2) For brand design, the researcher designed 3 styles of the brand and brought them to 2 entrepreneurs of Baan Benjarong, Pathum Thani Province, and 3 design experts for opinion evaluation. It was found that Style 3 had the highest score and was appropriate most (x̅ =4.48, S.D.=0.55). 3) For packaging design, the researcher designed the packaging structure as a 9.8X9.8X14.5cm square box, focusing on graphics implying the background and identity of Pathum Thani Province, i.e., a scared lotus; together with the identity of a Benjarong pattern, i.e., golden bullet wood flowers. 4) For satisfaction evaluation toward packaging design from 2 entrepreneurs of Baan Benjarong, Pathum Thani Province, and 3 design experts, it was scored as “very appropriate” (x̅  =4.16, S.D.=0.50).

Keywords:  Brand, Packaging, Benjarong, Entrepreneur