Packaging Design for Klip Lamduan (Thai Shortbread Cookies) of Chatchadaphon Bakery Based on Local Identity

Abstract

This research aims to design a package of Klip Lamduan (Thai shortbread cookies) for Chatchadaphon Bakery. By taking the local identity of Tak province to be a guideline for the design. To promote local products as a valuable souvenir.  According to the Focus Group Discussion, including interviews and observations, found that the tradition of Loy Krathong and the suspension bridge across the Ping River are the local identities of Tak province, in terms of art, culture and architecture. Those identities are applied to be a graphic on the packaging, to convey the story of the origin of the product. Based on the analysis of packaging requirements of Klip Lamduan cookies, which need a packaging structure that can protect the product from breaking. And it also can prevent moisture and air permeability, which cause of mold and rancidity. In addition, to the needs of the entrepreneur who would like to position the product in the Niche Market and Mass Market. The research has formulated the packaging to two types for Klip Lamduan cookies: (1) Packing products in laminated foil bags. Pre-packed in paper carton for distribution in the Niche Market and (2) Packing in instant PP plastic cup (Polypropylene) for distribution throughout the Mass Market. And the shopping bag for all types of packaging. From the tradition of Loy Krathong and the suspension bridge across the Ping River, which are the local identities, combine with purple tone colour, which is the identity of Chatchadaphon Bakery. The graphic is designed in two types. The results from the evaluation by the packaging experts and the entrepreneur found that the two groups rated the graphic design type 2 more than type 1.