Brand Identity and Packaging Development to Enhance the Competitiveness of Green Power Community Enterprise in Samut Sakhon Province

Abstract

This study aimed to develop a brand identity and packaging for a community enterprise through an integrated participatory approach. The study was conducted in collaboration with the Green Power Community Enterprise in Samut Sakhon Province. It utilized a Participatory Action Research (PAR) approach, integrating both quantitative and qualitative data analyses. The research process encompassed joint problem identification, brainstorming, and collaborative design decision-making with the community members.

          The findings revealed that the community collaboratively developed a new brand identity named "GP 102," alongside standardized, functional packaging and labels for a citronella mosquito repellent spray, as well as promotional materials for point-of-sale marketing. Hypothesis testing comparing the three-month periods before and after the project implementation showed that the average monthly household income significantly increased from 1,500 THB to 5,000 THB (p<.05). Additionally, the Gross Village Happiness (GVH) index increased from 3.85 to 4.38, which was also statistically significant at the .05 level. This research demonstrated that a community co-creation process, coupled with the application of strategic design principles, can effectively enhance product value and sustainably elevate the grassroots economy.