PACKAGING DESIGN FOR BITTER MELON KIMCHI APPLYING LOCAL IDENTITY OF ROI ET PROVINCE

Abstract

This research aimed to study and analyze problems and limitations of the current packaging of bitter melon kimchi, and design packaging for bitter melon kimchi applying the local identity of Roi Et Province. The study employed qualitative research methodology with Social Identity Theory (Tajfel & Turner, 1979) as the analytical framework. Qualitative data were analyzed using Thematic Analysis. Participants were selected via purposive sampling: three bitter melon kimchi entrepreneurs in Kaset Wisai District, Roi Et Province, and three graphic design and packaging experts. Five research steps were conducted: literature review, in-depth interviews, development of three prototype concepts (Minimalism, Maximalism, and Organic & Handcrafted), expert evaluation using four criteria, and prototype refinement. Findings revealed that the primary problems of existing packaging were lid leakage and lack of local identity. Entrepreneurs perceived the Kaset Wisai community identity as an agricultural community with a simple lifestyle, deep connection to nature, and strong cultural traditions. Expert evaluation identified the Organic & Handcrafted concept as most appropriate. The refined prototype integrates Organic & Handcrafted with Minimalism, employing a glass jar with a locking lid and gas-release valve as the primary container, an earth-tone color palette, and graphic elements reflecting local identity to enhance product credibility and add economic value to the community.