PACKAGING RE-DESIGN TO STRENGTHEN MSME "AIRA" BRAND IMAGE AS QUALIFIED CHIP SNACK HOME INDUSTRY PRODUCT IN MALANG RAYA
Abstract
"Aira" home industry was started in 2010 and is still surviving until today even after the hardship of the Covid-19 pandemic. Their main business is producing various kind of chip snack using Malang Raya's local fresh produce which fine quality is already widely known. One of their best sellers are the crispy and tasty potato chips, made from one of the best types of potatoes grown in the fertile Malang Raya's land. "Aira" chip snack are fried and seasoned only with natural ingredients. Chip snack production at "Aira" have run quite stable again after the pandemic, they even already have regular customers who usually purchase products in large quantity. The main challenge in running this business is maintaining the stability of production. Therefore, they have to maintain the loyal customers while in the same time arresting attention of new customers. Unfortunately, public still has less awareness to "Aira" as qualified chip snack home industry in Malang Raya. One of Binus University Community Partnership Program aims is to improve partners' products qualities in various aspects. "Aira" has become one of Binus University's community partners recently and have been needing that kind of improvements, especially improvements in production aspects related to branding and marketing. The community service program for "Aira" was implemented progressively. The pilot project of this program was implementing assistance in product packaging redesign in order to help boost their brand image as qualified home industry in Malang Raya. Creative process in packaging redesign was made through the three stages of "The Design Process", which were defining the problem, getting ideas, and then finally creating form. The result was a redesigned packaging which could represents "Aira" as a qualified home industry in Malang Raya. This community service program hopefully could help "Aira" become much more productive and ecomically independent.
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