Strengthening the Tempe Souvenir Packaging Design in Sanan Village, Malang

Sanan village is an area in Malang city that is strong in small and medium enterprises (SMEs), and its economy is growing because of the Tempe chips business. In the world of marketing, competition is normal and natural. In this regard, various efforts have been made on the part of Sanan village to get ahead of the competition. One of these has been to make an interesting product packaging design to attract potential consumers. With a large industrial scale, packaging is one of the important factors that must be considered to grab consumers’ attention. Packaging can be an effective strategy in product marketing to attract consumer buying interest. Packaging can also give an overview of the product, both in terms of quality and value offered by the manufacturer. However, in the Tempe industry in the Sanan area, the researchers found that much of the packaging lacks any unique characteristics. Unattractive packaging will make this product less well-known, especially in terms of souvenir packaging. Based on these findings, the implementation team of the Sanan souvenir packaging design program carried out an asset-based community development (ABCD) approach, which consisted of the steps of discovery, brainstorm, design, define, and implement, to provide effective packaging for the regional industry. Keywords: Sanan, packaging, design, featured product