DESAIN KEMASAN PAKAIAN PADA UMKM AL-FATIH STORE DI MEDAN

This study aims to develop packaging design that strengthens the branding of Al-Fatih Store, a small and medium-sized clothing store in Medan. The current plain plastic packaging is ineffective in conveying the brand identity and providing a positive experience for customers. The study employs observation, interviews, and literature analysis to design packaging that enhances the image and attractiveness of the products.The results of the study show that the new paper bag packaging design successfully creates a clear brand identity. The design includes a logo, visually appealing elements, and information about the store, providing a unique experience for customers. It is expected that this packaging design will serve as an effective promotional medium and enhance the sales of Al-Fatih Store's products.This research contributes to addressing the branding challenges faced by Al-Fatih Store through the development of an attractive packaging design that reinforces the brand identity. The resulting paper bag design aims to overcome the issue of unattractive packaging that fails to communicate the origin of the products. Thus, this packaging design has the potential to enhance the brand image and differentiate Al-Fatih Store from its competitors.
Keywords: Packaging Design, Branding, Small and Medium-sized Enterprises (SMEs), Brand Identity, Paper Bag.

Penelitian ini bertujuan mengembangkan desain kemasan yang memperkuat branding Al-Fatih Store, sebuah toko pakaian UMKM di Medan. Kemasan plastik biasa yang saat ini digunakan tidak efektif dalam menggambarkan identitas merek dan memberikan pengalaman positif pada pelanggan. Penelitian ini menggunakan metode observasi, wawancara, dan analisis literatur untuk merancang desain kemasan yang meningkatkan citra dan daya tarik produk.Hasil penelitian menunjukkan desain kemasan paper bag baru berhasil menciptakan identitas merek yang jelas. Desain ini mencakup logo, elemen visual menarik, dan informasi tentang toko, memberikan pengalaman unik bagi pelanggan. Desain ini diharapkan menjadi media promosi yang efektif dan meningkatkan penjualan produk Al-Fatih Store.Penelitian ini memberikan kontribusi dalam mengatasi tantangan branding dengan desain kemasan menarik yang memperkuat identitas merek. Desain paper bag yang dihasilkan diharapkan mengatasi masalah kemasan yang kurang menarik dan tidak mengkomunikasikan asal produk. Desain kemasan ini berpotensi meningkatkan citra merek dan membedakan Al-Fatih Store dari pesaing di pasar.
Kata kunci: Desain Kemasan, Branding, UMKM, Identitas Merek, Paper Bag.