Redesigning Dedegler Coffee Packaging
Abstract
Dedegler is an Arabica coffee brand from Mount Puntang, known for its quality products and strong philosophy in preserving local coffee. The brand was registered in 2018, although it has been active since 2011. Currently, the existing packaging design is considered unrepresentative of the brand's bold flavor profile, local values, and unique identity particularly in appealing to the upper-middle-class market segment. In a competitive coffee industry where visual differentiation plays a critical role in capturing consumer attention, the need to redesign is driven by strategic branding objectives rather than immediate operational urgency.
This research aims to develop a functional and effective packaging design that aligns with Dedegler's philosophy and communicates its value proposition clearly. Using a qualitative approach with a case study method, data were collected through interviews, observation, and documentation. The design process followed the 4-D model, resulting in new packaging concepts that represent Dedegler’s character more accurately. The study also identifies opportunities for future research, particularly in market testing of the redesigned packaging and evaluating its impact on consumer perception and market reach.
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