Design of the Brand Packaging and the Development of the Ban Waeng Nang Naam-Phrik-Na-Rok Paste to Uplift the Value of the Grassroots Economy

Abstract

This research consists purposes were 1. to design the brand and packaging for the Ban Waeng Nang Hell Mushroom Chili Paste product in Mueang District Maha Sarakham Province and 2. to develop new value-added products from oyster mushrooms in order to enhance the value of community products in Waeng Nang and the Nong Charoen Housewives Community Enterprise Group Waeng Nang Sub-district Mueang District Maha Sarakham Province. This is a qualitative research study that utilizes research instruments such as interview forms and focus group discussion activity records. The target group consists of 50 individuals selected based on specific criteria and divided into three groups. The data collected from the research instruments and relevant documents is analyzed using content analysis. The research findings revealed that 1) The formulation of Bhaan Waeng Naang Mushroom-based Naam-Phrik-Na-Rok Paste involved thoughtful branding techniques and packaging approaches. Through team discussions the product received its current name Bhaan Waeng Naang Mushroom-based Naam-Phrik-Na-Rok Paste. The packaging design features a bright red label which shows both the mushroom and chili while using a color that naturally represents the chili. The packaging design uses an informal white script to create an easy-to-read and approachable design. The packaging design resulted from functional requirements which led to plastic jars with black lids that showcase the red logo alongside silver zip-lock pouches and craft paper to maintain product freshness and display resourceful practices and 2) The development of the new product Naam-Phrik-Na-Rok from oyster mushrooms serves as a realistic expansion into new markets while enhancing the variety of products available to the community. The business expects to gain measurable benefits from its new product which will transform local oyster mushrooms into unique retail items that fit both traditional and modern distribution channels. Through operating this business venture the local economy will experience enhanced internal material trading and members of the relevant community will earn additional funds.