REDESAIN KEMASAN PRODUK SIRUP GELORA: PENDEKATAN VISUAL BRANDING PADA PRODUK UMKM BERBASIS NILAI HISTORIS

Abstract

Sirup Gelora is a local beverage product that has been established since 1963 in Nagari Sunur, Padang Pariaman, West Sumatra. Despite its strong historical value, distinctive taste, use of 100% natural sugar, and official certifications from BPOM and Halal authorities, the product's packaging has not optimally represented its quality and brand identity. The existing packaging still uses recycled glass bottles from other brands with simple labels, which reduces consumer perception of product quality. This study aims to redesign the packaging of Sirup Gelora through a visual branding approach to strengthen brand identity, enhance visual appeal, and improve market competitiveness. The design method employed includes observation, interviews, documentation, and SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The redesign concept integrates modern minimalist design elements with traditional values, featuring a refined logo, strategic color palette, improved typography, fruit illustrations, and a structured layout. The selected tagline "Manisnya tak pernah berubah sejak 1963" reinforces the brand's historical narrative and emotional connection with consumers. The results produce primary, secondary, and tertiary packaging systems that are more modern, consistent, and communicative. This redesign is expected to enhance product image, increase consumer trust, and expand market reach, while serving as a reference for similar UMKM branding development based on local heritage values.