Innovative Packaging Design: Enhancing the Takeaway Tea Experience at TWG Tea in Plaza Senayan, Indonesia

Yana Erlyana, Regina Dewi Hanifah

Abstract


This qualitative research study explores an innovative packaging design implemented by TWG Tea at Plaza Senayan, Indonesia, to enhance the to-go tea experience. The research focus is mainly on aspects of visual communication, material composition and sustainable properties of packaging. Through extensive observation and analysis of the packaging, the research revealed a visually appealing design featuring vibrant, bold color tones that reflect TWG Tea's distinctive brand identity. The packaging is carefully crafted from 100% biodegradable materials, highlighting the company's commitment to environmental sustainability. The integration of innovative elements such as interactivity and unique opening mechanisms contributes to the functionality and aesthetics of the packaging. The results highlight the important role packaging design plays in capturing consumer attention and communicating brand values. Innovative packaging design enhances the overall tea experience and creates a memorable and immersive journey for customers. By focusing on sustainability principles and using visually appealing elements, TWG Tea successfully differentiates itself in the market and engages consumers on both sensory and ecological levels. The research provides valuable insights for packaging designers and companies looking to enhance the to-go tea experience through innovative packaging solutions.


References


Asim, Z., Shamsi, I. R. Al, Wahaj, M., Raza, A., Abul Hasan, S., Siddiqui, S. A., Aladresi, A., Sorooshian, S., & Seng Teck, T. (2022). Significance of Sustainable Packaging: A Case-Study from a Supply Chain Perspective. Applied System Innovation, 5(6), 117. https://doi.org/10.3390/asi5060117

Creswell, J. W. (2016). Research Design Pendekatan Kualitatif, Kuantitatif, dan Mixed. Pustaka Belajar.

Erlyana, Y. (2018). Analisis Peranan Desain Kemasan Terhadap Brand Identity Dari Sebuah Produk Makanan Lokal Indonesia Dengan Studi Kasus: Produk Oleh-Oleh Khas Betawi “Mpo Romlah.” National Conference of Creative Industry, September, 1079–1097. https://doi.org/10.30813/ncci.v0i0.1316

Erlyana, Y., & Nadya. (2020). The Effect of Packaging Design on the Improvement of MSME Brand Value Using the Pre-test and Post-tests Methods. Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020), 502(Imdes), 261–267. https://doi.org/10.2991/assehr.k.201202.086

Future Market Insights. (n.d.). Ready To Drink (RTD) Tea Market Outlook (2023 to 2033). Future Market Insights. Retrieved June 7, 2023, from https://www.futuremarketinsights.com/reports/ready-to-drink-rtd-tea-market

Hwang, J., & Kim, S. (2022). The effects of packaging design of private brands on consumers’ responses. Psychology & Marketing, 39(4), 777–796. https://doi.org/10.1002/mar.21620

Iswara, C., & Rahadi, R. A. (2021). CONSUMER PREFERENCES AND PRICING MODEL ON BUBBLE TEA PURCHASE IN BANDUNG, INDONESIA. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(7), 111–119. https://doi.org/10.35631/AIJBES.37009

Khuong, M. N., & Tran, N. T. H. (2018). The Impacts of Product Packaging Elements on Brand Image and Purchase Intention — An Empirical Study of Phuc Long’s Packaged Tea Products. International Journal of Trade, Economics and Finance, 9(1), 8–13. https://doi.org/10.18178/ijtef.2018.9.1.580

Oktavianus, C., & Erlyana, Y. (2024). PERANCANGAN ULANG IDENTITAS VISUAL EMPING MELINJO ENAM BERSAUDARA DENGAN KEMASAN SEBAGAI MEDIA UTAMA. Jurnal Tanra, 11(3). https://doi.org/https://doi.org/10.26858/tanra.v11i3.63661

Sabir, S. S. (2020). Does product design stimulate customer satisfaction? Mediating role of affect. Asia Pacific Journal of Marketing and Logistics, 32(6), 1255–1268. https://doi.org/10.1108/APJML-03-2019-0216

Sammut-Bonnici, T. (2015). Brand and Branding. In Wiley Encyclopedia of Management (Vol. 12, Issue January 2015, pp. 1–3). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781118785317.weom120161

Saunders, B., Sim, J., Kingstone, T., Baker, S., Waterfield, J., Bartlam, B., Burroughs, H., & Jinks, C. (2018). Saturation in qualitative research: exploring its conceptualization and operationalization. Quality & Quantity, 52(4), 1893–1907. https://doi.org/10.1007/s11135-017-0574-8

Schifferstein, H. N. J., Lemke, M., & de Boer, A. (2022). An Exploratory Study Using Graphic Design to Communicate Consumer Benefits on Food Packaging. Food Quality and Preference, 97(April 2021), 1–15. https://doi.org/10.1016/j.foodqual.2021.104458

Singh, R. K. (2018). The Effect of Packaging Attributes on Consumer Perception. International Journal for Innovative Research in Multidisciplinary Field, 4(5), 340–346.

Srivastava, P., Ramakanth, D., Akhila, K., & Gaikwad, K. K. (2022). Package design as a branding tool in the cosmetic industry: consumers’ perception vs. reality. SN Business & Economics, 2(6), 58. https://doi.org/10.1007/s43546-022-00222-5

Sutanto, S. M. (2018). “Clever Little Bag” Green Packaging Inovation from Puma. 3(1). https://doi.org/https://doi.org/10.37715/vcd.v3i1.800

Wijaya, M. P., & Erlyana, Y. (2022). Perancangan Ulang Identitas Visual Yangko Pak Prapto Dengan Kemasan Sebagai Media Utama. Ultimart: Jurnal Komunikasi Visual, 15(2), 231–243. https://doi.org/10.31937/ultimart.v15i2.2788




DOI: http://dx.doi.org/10.30813/jiems.v17i1.8939

Refbacks

  • There are currently no refbacks.