Design of Identity and Creative Packaging for Value Addition and Shelf-Life Extension of Community Agricultural Products, Ranong Province

Abstract

This research aimed to: 1) analyze the needs and usage behaviors regarding agricultural product packaging; 2) study and test the shelf-life extension processes for agricultural produce; 3) design and develop a brand identity and packaging to enhance value; and 4) evaluate consumer satisfaction towards the developed packaging. The study employed in-depth interviews and satisfaction assessment questionnaires focusing on graphic and packaging design. Data were collected from a sample of 150 consumers interested in purchasing fresh Baegu leaves, honey, and black pepper.
The findings revealed that the optimal retail packaging for fresh Baegu leaves consisted of ventilated plastic bags measuring 18  12 inches and 15  10 inches. This packaging approach integrated traditional wisdom with modern materials by utilizing banana leaves as a base layer within the ventilated bags, which successfully preserved the freshness and crisp texture of the Baegu leaves for 5-7 days. Regarding the identity design under the brand "Suan Lung Nuek," the satisfaction evaluation indicated that the color scheme used in the corporate identity effectively conveyed the learning center's products at a good level (x̅ = 4.40, S. D. = 0.55). This was followed by the appropriateness of the brand personality and its application in promotional media, which were rated at a good level (x̅ = 4.34, S. D. = 0.62). Furthermore, consumer perception of the unique characteristics of the products and packaging was also rated at a good level (x̅ = 4.33, S. D. = 0.64). These results demonstrate that designing a brand identity and packaging that align with specific product characteristics can concretely add value, extend product shelf life, and create competitive advantages for smallholder farmers.