Storytelling Visual dalam Desain Kemasan Angsle untuk MengangkatTradisi Kuliner Jawa Timur
Authors
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Ari Rimbawan
Institut Desain dan Bisnis Bali
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Rieke Aufifil Septyazha
Institut Desain dan Bisnis Bali
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Ni Kadek Novi Sumariani
Institut Desain dan Bisnis Bali
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I Gusti Ngurah Erlangga Bayu Rahmanda Putra
Universitas Pendidikan Nasional
DOI:
https://doi.org/10.30812/sasak.v8i1.6218Keywords:
Branding Budaya, Identitas Visual, Re-Branding, Storytelling Visual, Warisan LokalAbstract
Angsle merupakan minuman tradisional khas Jawa Timur yang memiliki nilai budaya sebagai simbol kehangatan, kebersamaan, dan warisan kuliner lokal. Namun, kemasan Angsle pada usaha mikro, kecil, dan menengah (UMKM) Pak Hadi masih menggunakan plastik bening sederhana tanpa identitas visual yang merepresentasikan nilai tradisi sehingga kurang menarik bagi konsumen modern, khususnya generasi muda. Penelitian ini bertujuan untuk mengeksplorasi penerapan storytelling visual dalam desain kemasan Angsle sebagai strategi pelestarian tradisi kuliner Jawa Timur. Melalui pendekatan desain komunikasi visual berbasis naratif, penelitian ini merancang kemasan yang tidak hanya fungsional, tetapi juga komunikatif dan memiliki nilai emosional. Metode yang digunakan adalah pendekatan kualitatif-deskriptif dengan tahapan brainstorming, pengumpulan referensi visual, pembuatan sketsa, digitalisasi desain, dan evaluasi visual melalui uji persepsi. Data diperoleh dari observasi kemasan tradisional, wawancara dengan pelaku usaha lokal, dan kajian literatur terkait desain berbasis budaya. Hasil penelitian menunjukkan bahwa penerapan storytelling visual melalui elemen wayang dan perahu kecil mampu memperkuat narasi budaya pada produk Angsle. Desain kemasan yang dihasilkan meningkatkan daya tarik visual, identitas merek, serta membangkitkan rasa nostalgia terhadap budaya lokal. Desain berbasis storytelling visual juga efektif sebagai media komunikasi budaya dan mendukung daya saing produk tradisional.
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Copyright (c) 2026 Ari Rimbawan, Rieke Aufifil Septyazha, Ni Kadek Novi Sumariani, I Gusti Ngurah Erlangga Bayu Rahmanda Putra
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