Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
The packaging structure exploration of ready-to-eat kebab products for
street vendors (Case Study: Royal Kebab, Kebab Franchise)
S.A. Putri, A.S. Pawestri & A.N. Hutami
Telkom University, Bandung, Indonesia
ABSTRACT: Market competition is growing rapidly especially in the field of food, and many
producers are competing with each other to grab the attention of potential consumers, as has been
done by kebab street vendors. Therefore, it is necessary to explore new packaging design as a
recommendation for ready-to-eat kebab products sold by street vendor. In the packaging design
process, it is necessary to analyze the products that need to be packaged. This analysis is conducted
to determine the product character and design requirements as a reference in the packaging design
process. This needs to be done so that the resulting packaging design recommendations match the
packaging needs of Kebab products. This packaging design recommendation aims to achieve the
ideal packaging character, namely packaging that can increase the attractiveness of the products
being sold, make it easier for consumers to consume the products contained therein, and can
facilitate the packaging process.
Keywords: packaging, packaging system, design exploration, street vendor packaging, kebab
packaging
1 INTRODUCTION
Fast food has long been recognized by the Indonesian people. The need for a food serving system
that does not take time, both in the processing process and the consumption of the product, has led
to innovations in fast food outlets that offer increasingly diverse product variants with competitive
quality and prices. One of the most popular fast-food products is the kebab. This type of food
originating from the Middle East is quite popular in Indonesia, of course, by adjusting the original
taste to the tastes of the Indonesian people. This kebab product has been circulating with various
brands in the market, ranging from restaurant class to street food vendors. One of the street kebab
brands is Royal Kebab. Royal Kebab is a kebab franchise, specialized in street food-style kebabs
and sold out of a cart.
Like any other street kebab vendors, owners of Royal Kebab reduce packaging costs by using
simple packaging to make their products affordable for their customers. This is why the packaging
that they are using right now still has room for developments, especially since the competition
among similar brands and products is tight. packaging development is not only about protecting
the product but also plays an important role in increasing the selling value of the product. In the
packaging design process, it is necessary to analyze the products to be packaged. This analysis is
carried out to determine the character of the product and design needs as a reference in the packaging design process. This needs to be done so that the resulting packaging design recommendations
match the packaging needs of Kebab products. This packaging design recommendation aims to
achieve the ideal packaging character, which is packaging that can increase the attractiveness of
the products being sold, make it easier for consumers to consume the products contained therein,
and can facilitate the packaging process.
214
DOI 10.1201/9781003193241-40
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
The packaging structure exploration of ready-to-eat kebab products for
street vendors (Case Study: Royal Kebab, Kebab Franchise)
S.A. Putri, A.S. Pawestri & A.N. Hutami
Telkom University, Bandung, Indonesia
ABSTRACT: Market competition is growing rapidly especially in the field of food, and many
producers are competing with each other to grab the attention of potential consumers, as has been
done by kebab street vendors. Therefore, it is necessary to explore new packaging design as a
recommendation for ready-to-eat kebab products sold by street vendor. In the packaging design
process, it is necessary to analyze the products that need to be packaged. This analysis is conducted
to determine the product character and design requirements as a reference in the packaging design
process. This needs to be done so that the resulting packaging design recommendations match the
packaging needs of Kebab products. This packaging design recommendation aims to achieve the
ideal packaging character, namely packaging that can increase the attractiveness of the products
being sold, make it easier for consumers to consume the products contained therein, and can
facilitate the packaging process.
Keywords: packaging, packaging system, design exploration, street vendor packaging, kebab
packaging
1 INTRODUCTION
Fast food has long been recognized by the Indonesian people. The need for a food serving system
that does not take time, both in the processing process and the consumption of the product, has led
to innovations in fast food outlets that offer increasingly diverse product variants with competitive
quality and prices. One of the most popular fast-food products is the kebab. This type of food
originating from the Middle East is quite popular in Indonesia, of course, by adjusting the original
taste to the tastes of the Indonesian people. This kebab product has been circulating with various
brands in the market, ranging from restaurant class to street food vendors. One of the street kebab
brands is Royal Kebab. Royal Kebab is a kebab franchise, specialized in street food-style kebabs
and sold out of a cart.
Like any other street kebab vendors, owners of Royal Kebab reduce packaging costs by using
simple packaging to make their products affordable for their customers. This is why the packaging
that they are using right now still has room for developments, especially since the competition
among similar brands and products is tight. packaging development is not only about protecting
the product but also plays an important role in increasing the selling value of the product. In the
packaging design process, it is necessary to analyze the products to be packaged. This analysis is
carried out to determine the character of the product and design needs as a reference in the packaging design process. This needs to be done so that the resulting packaging design recommendations
match the packaging needs of Kebab products. This packaging design recommendation aims to
achieve the ideal packaging character, which is packaging that can increase the attractiveness of
the products being sold, make it easier for consumers to consume the products contained therein,
and can facilitate the packaging process.
214
DOI 10.1201/9781003193241-40