TRANSFORMING THE BRAND IDENTITY OF LOCAL COFFEE THROUGH LOGO, PACKAGING, AND COMPANY PROFILE INNOVATION: PARTICIPATORY MENTORING IN KARANGANYAR.

Abstract

The Gunung Wangi Maluwi Coffee MSME is a local coffee business in Jenawi Village, Jenawi Subdistrict, Karanganyar Regency, with strong product potential and a compelling business story; however, its visual identity and product promotion materials still need to be optimized. These issues are evident in the use of a brand identity and packaging that are not yet fully informative, as well as the lack of a company profile to introduce the business. This community service project aims to optimize the branding of Kopi Gunung Wangi Maluwi through logo rebranding, packaging redesign, and the development of a company profile. The project employs a Participatory Action Research (PAR) approach, actively involving Mr. Sartono, the SME owner, in the processes of problem identification, planning, design, evaluation, and improvement. Data collection was conducted through participatory observation, interviews, documentation, and discussions with the partner. The results of the activity showed that the rebranding process resulted in an updated visual identity through a logo and packaging design that are more representative and informative, as well as a company profile that can be used as a medium for introducing the SME. The packaging update also focused on presenting more comprehensive, transparent, and responsible product information, particularly regarding the product’s historical claims. This initiative demonstrates that actively involving partners in the rebranding process can result in a brand identity that better aligns with the character and needs of SMEs, while also supporting the strengthening of the image and marketing of local products.