Packaging Design for Cultural Products Based on Community Identity: A Case Study of Ban Baeng Silk Weaving Group

Abstract

This qualitative research aimed to design cultural product packaging and branding based on community identity. The case study was conducted in Ban Baeng Silk Weaving Group in Nong Luang Sub-district, Fao Rai District, Nong Khai Province. This community enterprise group possesses specialize in silk weaving; however, they lack packaging that clearly reflects their identity, which limits their opportunities for market expansion. The study employed concepts of cultural products, community packaging design, and community branding as its conceptual framework. Data was collected from 25 key informants, including members of the Ban Baeng Silk Weaving Group, local administrators, community leaders, local scholars, academics, and customers through in-depth individual interviews, focus group discussions, and non-participatory observation. The result of the study indicated that effective packaging design must emphasize community identity and product characteristics along with the participation of community stakeholders. The design should consist of four important components: (1) branding, (2) size and shape, (3) images and colors, and (4) positioning and design, which must align with community identity, culture, beliefs, as well as local narratives. The developed packaging received positive feedback from customers in terms of aesthetics, durability, and appropriateness as souvenirs, and clearly communicating product identity. This resulted in increased economic value and enhanced competitive potential of cultural products in a tangible manner.