USING ART TO CREATE BRANDS AND DESIGN CREATIVE PRODUCTS BASED ON LOCAL CULTURAL ECOLOGY: HERBAL PRODUCTS GROUP IN DON RUAK SUBDISTRICT, DON TUM DISTRICT, NAKHON PATHOM PROVINCE

Abstract

The objective of this research article is to: 1) Study the problems and obstacles in business operations; 2) Explore the use of art in designing brand identity and creative products based on the local cultural ecosystem; 3)Design creative herbal products based on the local cultural ecosystem; and 4)Evaluate the satisfaction with the brand identity guide and creative herbal products based on the local cultural ecosystem. The research focuses on the herbal product group from Don Rauk Subdistrict, Nakhon Pathom Province. This is a mixed-methods research study. Key informants include five members of the herbal product group. The sample consists of 60 participants, including members of the herbal product group, experts in design and graphics, and individuals interested in the newly designed creative products based on the local cultural ecosystem, selected through purposive sampling. The research tools include one prototype brand with a usage manual, four prototype products, and a satisfaction questionnaire. The statistical methods used for data analysis include mean and standard deviation. The research findings are as follows: 1) The problems and obstacles in business operations include a lack of brand identity that reflects the community's character and a lack of product diversity, which could lead to imitation; 2) The use of art to create brand identity and design creative products based on the local cultural ecosystem applied the Design Thinking approach; 3) The design of creative herbal products based on the local cultural ecosystem resulted in four types of products: body scrub (350 g), cajeput essential oil (8 g), herbal balm (15 g), and soap (80 g); 4) The evaluation of satisfaction with the brand identity guide and creative herbal products based on the local cultural ecosystem showed an overall satisfaction level of "good," with a mean score of 4.08 and a standard deviation of 0.57.