DESAIN KEMASAN MIE PADEHBANAA KOTA BUKITTINGGI

Abstract

Abstract

The packaging design for Mie Padehbanaaa, a product inspired by the city of Bukittinggi, aims to attract consumer interest through distinctive visual elements featured on the packaging. The design concept highlights traditional Minangkabau values, particularly the Lumbuang (Rangkiang), and integrates strong visual elements. These include a dominant red color scheme to evoke a sense of spiciness, boldness, and appetite appeal, combined with a modern style to remain competitive in an increasingly saturated market.

Functional aspects of the packaging were also considered, such as ease of storage, convenience in opening the package, and the use of more environmentally friendly and heat-resistant materials. This design is intended to reflect modern values while remaining rooted in local culture, targeting a primary demographic of young people aged 15–28 who are drawn to spicy cuisine, unique products, and locally grounded identity.

With a design approach that merges visual aesthetics, cultural values, and practical functionality, the Mie Padeh packaging is expected to enhance product competitiveness, strengthen brand identity, and build an emotional connection with consumers through authentic storytelling and flavor.

This design project uses research methods including interviews, documentation, literature studies, and internet research. In addition, the 5W+1H analytical method will also be applied.

Keywords: Packaging design,Brand Awareness,Mie Padehbanaaa,Minangkabau,Eco- friendlypppp