2 RESEARCH METHOD
According to Klimchuk and Krasovec (2012), the packaging design’s function is to visually communicate product differences. Packaging design becomes a brand’s promotional vehicle, highlighting
its position on the shelf. Therefore, a well-designed packaging informed the consumer about the
product, increasing product value (especially from visual aspects), and also influencing consumers
to buy. Packaging design can be done through several systematic arrangements. Klimchuk and
Krasovec (2012) also describes the seven phases of the packaging design process as follows:
Phase 1: Research and analysis (or observation, immersion, and discovery)
Phase 2: Preliminary design (or design strategy)
Phase 3: Design development (or creative development)
Phase 4: Design refinement
Phase 5: Design finalization and preproduction
Phase 6: Production
Phase 7: Brand activation
In this paper, the phases to be applied are Phases 1–3 with the assumption that the design made
is a concept that has not been realized in physical form.
The research process begins by collecting data about the character of kebab products. In this
research, the street vendor used as a case study is Royal Kebab. Located on Jalan Sukabirus,
Telkom University Area, Royal Kebab has been operating since 2017 with non-franchise ownership
status. The data is then analyzed and supported by literature studies, seen from the material and
packaging structure aspects. The results of the analysis in the form of design requirements (design
requirements) are then used as the basis for designing kebab packaging. The alternative design
is then supported by material exploration and a packaging prototype is made. The results of the
design and exploration are then used as packaging recommendations.
3 RESULT AND DISCUSSION
The first phase in packaging design is research and analysis (or observation, immersion, and
discovery). In this study, research and analysis were carried out to obtain an overview of packaging
needs and the possible materials that will be used in the packaging. Sources of field information
are obtained from Royal Kebab products. The products in “Royal Kebab” are packaged using oil
paper that has been printed with the words “Royal Kebab”. The kebab that has been packaged using
wax paper is then given adhesive in several parts to prevent it from falling apart. The kebab which
has been wrapped in wax paper is then put into a paper bag. The wrapping process is done in a
folded manner, so it takes quite a while when there are quite a lot of orders.
The kebabs in “Royal Kebab” come in various sizes, from jumbo to small. All kebabs are
packaged using the same size wax paper and paper bag. For kebab products with additional toppings
such as eggs and cheese, use extra wax paper to ensure that the oil does not leak out. To enjoy the
product, the packaging is torn randomly to release the product. There are no guidelines to open the
product.
The next phase in packaging design is the preliminary design (or design strategy). Based on
the findings from the character of the existing “Royal Kebab” packaging, packaging development
must be able to meet the following needs:
1. Packaging that can speed up the seller during the packaging process.
2. Packaging that can facilitate consumers when consuming these kebabs.
3. Packaging that no longer produces a lot of waste.
This strategy is then used as the basis for Phase 3: Design development (or creative development).
To facilitate the packaging process, the new packaging design must be able to lock the product
215
According to Klimchuk and Krasovec (2012), the packaging design’s function is to visually communicate product differences. Packaging design becomes a brand’s promotional vehicle, highlighting
its position on the shelf. Therefore, a well-designed packaging informed the consumer about the
product, increasing product value (especially from visual aspects), and also influencing consumers
to buy. Packaging design can be done through several systematic arrangements. Klimchuk and
Krasovec (2012) also describes the seven phases of the packaging design process as follows:
Phase 1: Research and analysis (or observation, immersion, and discovery)
Phase 2: Preliminary design (or design strategy)
Phase 3: Design development (or creative development)
Phase 4: Design refinement
Phase 5: Design finalization and preproduction
Phase 6: Production
Phase 7: Brand activation
In this paper, the phases to be applied are Phases 1–3 with the assumption that the design made
is a concept that has not been realized in physical form.
The research process begins by collecting data about the character of kebab products. In this
research, the street vendor used as a case study is Royal Kebab. Located on Jalan Sukabirus,
Telkom University Area, Royal Kebab has been operating since 2017 with non-franchise ownership
status. The data is then analyzed and supported by literature studies, seen from the material and
packaging structure aspects. The results of the analysis in the form of design requirements (design
requirements) are then used as the basis for designing kebab packaging. The alternative design
is then supported by material exploration and a packaging prototype is made. The results of the
design and exploration are then used as packaging recommendations.
3 RESULT AND DISCUSSION
The first phase in packaging design is research and analysis (or observation, immersion, and
discovery). In this study, research and analysis were carried out to obtain an overview of packaging
needs and the possible materials that will be used in the packaging. Sources of field information
are obtained from Royal Kebab products. The products in “Royal Kebab” are packaged using oil
paper that has been printed with the words “Royal Kebab”. The kebab that has been packaged using
wax paper is then given adhesive in several parts to prevent it from falling apart. The kebab which
has been wrapped in wax paper is then put into a paper bag. The wrapping process is done in a
folded manner, so it takes quite a while when there are quite a lot of orders.
The kebabs in “Royal Kebab” come in various sizes, from jumbo to small. All kebabs are
packaged using the same size wax paper and paper bag. For kebab products with additional toppings
such as eggs and cheese, use extra wax paper to ensure that the oil does not leak out. To enjoy the
product, the packaging is torn randomly to release the product. There are no guidelines to open the
product.
The next phase in packaging design is the preliminary design (or design strategy). Based on
the findings from the character of the existing “Royal Kebab” packaging, packaging development
must be able to meet the following needs:
1. Packaging that can speed up the seller during the packaging process.
2. Packaging that can facilitate consumers when consuming these kebabs.
3. Packaging that no longer produces a lot of waste.
This strategy is then used as the basis for Phase 3: Design development (or creative development).
To facilitate the packaging process, the new packaging design must be able to lock the product
215