Brand and Packaging Design for Herbal Products of the Oychang Community Enterprise Group Tha Tum Sub-district Mueang Maha Sarakham District Maha Sarakham Province to Enhance the Image of Community Products

Abstract

This research consists purposes were 1. to examine the contextual identity and local wisdom related to herbal products of the Oi Chang Community Enterprise Group 2. to systematically design and develop a brand identity and packaging that reflect the community’s identity and 3. to evaluate the effects of the design on consumers’ perceptions of the community product image. This study employed a mixed-methods research approach, integrating qualitative and quantitative research. The research instruments included interview guides and evaluation questionnaires. The sample group consisted of 30 participants selected through purposive sampling, while the target group comprised 15 participants, also selected through purposive sampling. Data obtained from documentary sources and interviews were analyzed using content analysis, whereas data collected from the evaluation questionnaires were analyzed using descriptive statistics, including percentages, means, and standard deviations. The research findings revealed that 1) The contextual identity and local wisdom related to the herbal products of the Oi Chang Community Enterprise Group encompass geographical conditions, ways of life, local wisdom, and the characteristics of herbal products that emphasize naturalness and health care. The findings indicate that the “elephant” serves as a symbolic element directly associated with the community’s name and represents strength, warmth and friendliness. In contrast, “herbs” signify traditional medicinal knowledge and the natural resources of the local area. The integration of these two elements therefore constitutes the core identity underlying the brand design 2) The systematic design and development of the brand identity and packaging were carried out to reflect the community’s identity. The central design concept was developed under the slogan “Power from Nature for Good Health: From Thai Herbs to Sustainable Well-being” This concept embodies three core values: 2.1) naturalness and safety 2.2) a strong connection to the community and local wisdom and 2.3) simplicity, accessibility and consumer friendliness and 3) The evaluation of the design’s impact on consumers perceptions of the community product image revealed that the overall mean score was at a high level (x̄ = 4.12, S.D. = 0.35). When considered by dimension, community identity (x̄ = 4.40, S.D. = 0.36) and market appropriateness (x̄ = 4.38, S.D. = 0.29) were both rated at a very high level. These findings indicate that the design effectively communicates the community’s identity and demonstrates strong potential for market competitiveness in accordance with professional standards.