BRAND DESIGN AND COMMUNICATION FOR RAPO PLANT DRINKING STRAWS

Abstract

This research discusses ways to effectively design brand communication for Rapo straw, an environmentally friendly straw made from reed (Rapo plant) in Amphoe Pak Panang, Nakhon Si Thammarat. Through the looking glass of qualitative research and in-dept interview, a sample of 31 people is divided into three categories as following. First, a group of producers is divided into 4 sub-groups of harvesters, straw cutters, manufacturers, and sellers. Secondly, a group of users represents current customers. Thirdly, a group of potential customers is divided into 5 sub-groups of environmentalists, socially responsible people, adventurous people, local business supporters, and conformists.

            The research finds that 1) producers want to change the packaging 2) customers feel that the packaging should reflect the straw’s environmentally friendly concept and 3) many potential customers are intended to use natural straw and points out that there are limited choices of natural straws in the market. To elaborate, only a small group of customers have prior knowledge of Rapo straw. They also advised that the producers/manufacturers made the product’s information publicly available to boost its visibility and induce customers’ decision-making process. Thus, the researcher has decided to design logo, packaging and brochure suitable for Rapo straw. Expert has approved the overall color tones, images and layout since they can encapsulate the concept and meaning of the Rapo straw. These designs can elevate customers’ urge to purchase. In this regard, the expert also advised the researcher to adjust the color palette to capture customers’ attention.