Design and Development of Packaging and Branding Applying the Thung Kula Ronghai Cultural Capital: Herbal Product Group Satri Maeban, Ban Yang Leng, Suwannaphum District, Roi Et Province, Thailand

Abstract

Background:  The Ban Yang Leng Housewives Herbal Product Community Enterprise, located in Dokmai Subdistrict, Suwannaphum District, Roi Et Province, northeastern Thailand, consists of 20 local women producing herbal products such as balm sticks and camphor oil under the “Leng Hom” brand. Products are distributed through the community enterprise office and at local festivals across Suwannaphum District. However, the enterprise faced several product and marketing limitations that hindered competitiveness and sustainability. The balm stick packaging was inadequately sealed, leading to melting and leakage under high regional temperatures (often exceeding 35°C). The camphor oil was packaged in fragile roll-on glass bottles prone to breakage during transport. Additionally, the packaging design was conventional and failed to reflect the unique cultural identity, traditional wisdom, and craftsmanship of the Thung Kula Ronghai region.

Objectives and Methodology: This research aimed to enhance the market value and identity of Leng Hom herbal products through innovative packaging and branding that draw upon the cultural capital of Thung Kula Ronghai. A participatory action research (PAR) approach was employed to ensure community engagement throughout. Data were collected through interviews with six community leaders and enterprise members, four local cultural experts, three packaging design specialists, and 80 tourists representing potential consumers.

The research comprised six phases:

1) Documenting the tangible and intangible cultural capital of Thung Kula Ronghai, including the Ku Ka Sing Ancient Monument, Si Phum silk patterns, Bun Bang Fai motifs, Leng Khi Tun tourist attraction, and the legend of the Samang flower field;

2) Identifying key cultural identities suitable for integration into branding;

3) Designing packaging and branding concepts derived from these identities, including logo creation and container redesign;

4) Registering the “Leng Hom” trademark (No. 251117285);

5) Producing and testing prototypes for usability, durability, and quality protection; and

6) Conducting market testing at the OTOP (One Tambon One Product) Center in Mueang District, Roi Et Province.

Results and Findings: The new packaging effectively preserved product quality while conveying local identity through colors, patterns, and motifs inspired by Thung Kula Ronghai’s landscape and traditions. The Leng Hom logo integrated local symbolism, creating emotional resonance with producers and consumers alike. The redesigned containers were more durable, practical, and visually appealing, enhancing product recognition and shelf presence. Following trademark registration and redesign, profits rose substantially—camphor oil by 350% per month and balm sticks by 37.25%.

Participatory workshops deepened members’ understanding of community identity and its value as cultural capital. Members actively contributed to packaging design, color selection, slogans, and brand development, fostering a strong sense of ownership and unity. Monthly meetings were institutionalized for decision-making, progress tracking, and conflict resolution, strengthening group cohesion and accountability.

The Leng Hom products are now continuously sold through OTOP centers and social media, expanding their market reach. Customers report improved satisfaction and higher brand recognition, resulting in increased repeat purchases. The enterprise has become a model for rural women’s empowerment through the creative use of local wisdom and design innovation.

The project’s outcomes can be categorized into social, economic, and cultural dimensions.

1) Social Impacts: The initiative enhanced members’ confidence, self-worth, and leadership. Women who once viewed themselves as economically inactive are now central to production, marketing, and management. The strengthened sense of ownership and shared responsibility fostered greater participation in community activities and social welfare. Monthly meetings, transparent communication, and rotating committee roles helped maintain engagement and resolve conflicts, building long-term resilience. The enterprise is now positioned to transfer knowledge to younger generations and neighboring communities, ensuring continuity of local wisdom and sustainable development.

2) Economic Impacts: Integrating design knowledge into product development allowed the enterprise to translate Thung Kula Ronghai’s cultural motifs into marketable packaging. The distinctive branding increased product visibility, expanded market access, and diversified income streams through OTOP and online sales channels. The group achieved stable profit growth and now serves as a benchmark for rural microenterprises using cultural capital for value creation. Future directions include developing new herbal products, optimizing costs, and protecting brand authenticity. Strategic digital marketing and cost management will further sustain profitability and strengthen the community’s economic foundation.

3) Cultural Impacts: The creative adaptation of Thung Kula Ronghai’s cultural heritage—through motifs, storytelling, and indigenous herbs—preserves and revitalizes local identity while generating economic and social value. By linking local narratives to branding and educational activities, the project demonstrated that culture can serve as both an economic and intellectual asset. However, cultural commercialization requires sensitivity to prevent misrepresentation or loss of authenticity. Sustainable development should emphasize community consent, fair benefit-sharing, and ethical branding to maintain cultural integrity.

Conclusions: The Ban Yang Leng Housewives Herbal Product Community Enterprise exemplifies how local cultural capital, when creatively applied through participatory design and branding, can generate social empowerment, economic vitality, and cultural sustainability. The Leng Hom brand stands as a testament to the potential of rural Thai communities to integrate tradition and innovation—transforming pride in place into prosperity and resilience for future generations.