Brand identity Design for value added of RD 43 Rice Crackers Product, Don U Lok Community, Hankha District, Chainat Province.

Abstract

This research aimed to redesign the brand identity and packaging of rice cracker made from RD 43 rice from Don Ulok community, using a mixed research method. The research instruments consisted of an interview form with farmers of the Don U Lok organic and safe agricultural community enterprise to find the charm of the community identity and analyze the new brand identity under the name Den Yai Slow Life. The results of the analysis of both parts were then used to synthesize the brand identity graphics, including colors such as Burnt Sienna,
Dark Brown, Olive Green, Light Green, Beige, Light Gray, Amber and Orange patterns from main ingredients such as rice, the Hymenodictyon orixense tree, important places, life of farmers. The graphics must reflect the brand personality, which is friendly, approachable, and kind. Finally, a satisfaction assessment tool was used to survey a sample of 65 people. The results of the assessment of the logo were 76.9%, which was to create credibility and increase the value of products and services. The packaging was 80%, which was to have complete information according to the standard. The overall image of the new packaging could increase the value of the community products the most, which was 75.4%. The farmer group was satisfied with the design results and will use them to create a new image for the rice cracker product, which is one of the products that created the reputation and income for the Den Yai Slow Life brand. Income of the Den Yai Slow Life brand.