Logo and Packaging Development of the Community Enterprise “the Group of Crisis Fighter and Food Preservation” at Nakhonnayok Province

Abstract

This study aimed to: (1) examine the community context and the current status of the products, brand logos, and packaging of the Fighting Spirit Food Preservation Community Enterprise Group; (2) develop appropriate brand logos and packaging; and (3) assess the satisfaction levels of both entrepreneurs and consumers. A mixed-methods research approach was employed, applying Philip Kotler’s concepts of logo and packaging design. The study population consisted of 255 individuals, including members of the community enterprise group and consumers. The sample size of 155 participants was determined using Krejcie and Morgan’s sampling table. Research instruments included a five-point Likert scale questionnaire, in-depth interviews, and focus group discussions involving entrepreneurs, consumers, and eight design experts. Data were analyzed using frequency, percentage, mean, and standard deviation. The results revealed that: (1) the community is well known for madan (Garcinia schomburgkiana), a local plant serving as the primary raw material for product development. The flagship product, salted madan eggs, has gained considerable local recognition. However, the existing brand logos and packaging lacked distinctiveness and appeal. (2) The new logo design incorporated the image of madan to enhance product differentiation, with a circle symbolizing duck eggs and a soldier figure reflecting the brand identity. Evaluation results showed that logo design number seven was the most preferred. The most suitable packaging was a six-egg container featuring a transparent window to display the product. The third packaging design received the highest satisfaction score. (3) Both entrepreneurs and consumers reported a high level of satisfaction with the newly developed logos and packaging.