Graphic Design for Packaging and Brand Identity Creation: A Case Study of “TuHoo”

Abstract

This study employed a mixed methods research approach, incorporating both qualitative and quantitative methods. The qualitative phase involved in-depth interviews with the owner of “TuHoo” to explore the brand identity and guide the packaging design in alignment with the business context. The quantitative phase involved surveys to assess the appropriation of the design by graphic design experts and to assess consumer satisfaction with the designed graphics on the packaging. The sample are purposive sampling consisted of: (1) the business owner, (2) 5 graphic design experts who evaluated and provided feedback on the design, and (3) 100 consumers of TuHoo (female, aged 24–35) who evaluated their satisfaction and perception of the brand identity expressed through the packaging. Research tools included interviews and questionnaires. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics (mean and standard deviation). The research aimed to: (1) to study a brand identity for TuHoo, (2) develop the packaging graphics for TuHoo’s soy milk and Chinese doughnuts, and the design was based on the concept “Perfect Pairing for a Full Stomach,” reflecting consumer behavior of pairing soy milk with Chinese doughnuts and conveying a warm, home-cooked feeling. The results revealed that all design elements were rated highly appropriate, especially typography ( = 4.80) and illustrations reflecting the target audience ( = 4.60). Overall brand identity perception ( = 4.15) and consumer satisfaction ( = 4.07) were at a high level, indicating that the design effectively communicated brand identity and satisfied the target consumers.