1. Introduction
Bananas are the most favored dessert fruit globally and a fundamental staple crop for a significant portion of the population in low- and middle-income countries. The historical trajectory of the banana export industry, particularly in North America, Europe, and other affluent regions, is marked by a complex narrative of exploitation and discord. The widespread availability of low-cost bananas has led to environmental degradation, instances of violence, and the perpetuation of poverty. Recent efforts have aimed to address these power imbalances within the trade, including voluntary certification programs designed to tackle various sustainability challenges. Ongoing research in biological control, accelerated plant breeding, and efficient irrigation systems is crucial for strengthening the sector against emerging threats from pests, diseases, and climate change (Bebber, 2023).
The golden banana, locally known in Thailand as Kluai Hom Thong, is one of the major tropical fruits in the country. It is cultivated extensively in several provinces, particularly in the northeastern, southern, and eastern regions. Golden bananas are distinguished by their unique characteristics: beautifully arranged combs, excellent taste, and pleasant aroma. They are also considered an important economic crop with significant export potential, particularly to markets in Japan, Korea, and China, where demand is very high. Additionally, the produce is safe and free from contaminants, contributing to the popularity of Thai golden bananas. This growing demand is evident in both domestic and international markets. In the upper northeastern region, the cultivation of golden bananas has gained popularity due to the advantages it offers. The region has relatively few pest and disease problems, and the ecosystem and environment remain largely intact because it is a newer area for banana cultivation. This makes management in the area relatively easy, with lower costs for fertilizers and chemicals compared to other regions. As a result, the return per rai (a traditional Thai unit of area) is higher than that of other crops traditionally grown by villagers. The Ban Khok Kluai Hom Thong Community Enterprise Group, located in Sang Khom District, Udon Thani Province, Thailand, grows golden bananas in their own fields and also sources produce from small farmers. Golden bananas can be harvested up to seven times a year, with the highest quality produce typically available from August to November. However, after October, the quality tends to decline, resulting in waste for the group's produce (Sarpetch et al., 2020; Witthayaprapakorn, 2020).
Packaging is a crucial tool in commerce and global trade, playing a pivotal role in boosting sales and facilitating exports, ultimately leading to profit optimization for businesses (Mohammadi et al., 2014). Recognizing this, the Ban Khok Kluai Hom Thong Community Enterprise Group has prioritized the development of logos and packaging to enhance the competitiveness and value of their products. Currently, the lack of a logo and appropriate packaging has hindered their ability to enter the international market, limiting opportunities and distribution channels. This also prevents the group from adding value to their products, which could otherwise generate income for their families and community. Moreover, the current market is highly competitive, and the group lacks the knowledge to develop attractive packaging. Consequently, their products fail to capture customer interest, lack distinctiveness, and encounter problems such as damage before reaching the consumer due to inadequate packaging. Additionally, the use of incorrect packaging materials shortens the product's lifespan, causing it to spoil faster (Rundh, 2013; Rundh, 2016).
Despite challenges such as limited product variety, weather-related production issues, rising costs, and pest and disease management, this project aims to enhance the competitiveness and recognition of golden banana products through branding and packaging initiatives. By improving distribution channels and adding value to locally sourced materials, the project seeks to create sustainable income for the community.
2. Materials and Methods
The development of innovative packaging and logo design for Golden Banana products, aimed at upgrading and adding value to strengthen the grassroots economy of the Golden Banana Community Enterprise Group, is illustrated in Figure 1.
Figure 1:Example of a Figure Caption Research conceptual framework developing innovative packaging and logos for golden banana products to upgrade and add value to develop the grassroots economy of community enterprise groups
2.1. Population, Group Samples Research Tools
The research tools used to evaluate the packaging and logo development for the Golden Banana product aimed at enhancing and adding value to the grassroots economy of the Ban Khok Banana Community Enterprise Group are as follows:
Population and group samples
In this research, the sample population is defined as follows:
2.1.1. To analyze the problems and needs related to logos and product packaging for community enterprise groups in Sang Khom District, Udon Thani Province, the sample population includes both producers and consumers of these community enterprise products.
2.1.2. For analyzing the problems and needs concerning logos and product packaging for tourism group products, the sample consists of producers and consumers of tourism group products. A sample size of 10 individuals was chosen through random sampling, with data collected via in-depth interviews.
2.1.3. The group of experts in printing and packaging design includes lecturers from educational institutions or professionals with at least 3 years of experience in the field of print and packaging design. These experts were selected through purposive sampling, with a total of 3 individuals being chosen.
2.1.4. The research population for market testing consists of consumers of products from community enterprise groups.
2.1.5. For the market test, a sample of 100 consumers from the community enterprise groups in Sang Khom District, Udon Thani Province, was selected through accidental sampling. Data was collected using a 5-point Likert scale questionnair.
2.2. Research Tools
The tools utilized for researching the development of innovative packaging and logos for Golden Banana products, aimed at upgrading and adding value to the grassroots economy of the Ban Khok Banana Community Enterprise Group in Sang Khom District, Udon Thani Province, are as follows:
2.2.1. Interview Form for Identifying Needs: This form is used to gather information on the requirements for designing logos and packaging for the community enterprise groups in Sang Khom District, Udon Thani Province.
2.2.2. Evaluation of Design Opinions: This assessment involves evaluating the opinions of reviewers on the logo and packaging designs for the community enterprise group in Sang Khom District. The evaluation includes a 5-point Likert scale for rating opinions and open-ended questions for additional suggestions.
2.2.3. Consumer Opinion Survey: This survey is divided into two sections:
Part 1: General Information of Respondents - This section collects demographic information through multiple-choice questions.
Part 2: Consumer Opinions on Logo and Packaging - This section uses a 5-point Likert scale to gauge consumer opinions on the logo and packaging for the Ban Khok Thong Banana Community Enterprise Group, and includes open-ended questions for further suggestions.
2.3. Conducting Research
The development of innovative packaging and logo design for the Golden Banana product aims to upgrade and add value to the grassroots economy of the Ban Khok Golden Banana Community Enterprise Group in Sang Khom District, Udon Thani Province (Agariya et al., 2012; Airey, 2009). The research methods are detailed as follows:
1) Study relevant documents and research, including websites, and conduct interviews with experts, designers, and packaging and logo users. This step aims to gather knowledge and foundational information to develop concepts and set a framework for studying the general condition of packaging for products from the Ban Khok Golden Banana Community Enterprise Group in Sang Khom District, Udon Thani Province.
2) Conduct field visits to collect data on packaging problems and requirements within the framework. This involves exploring the product source region and distribution channels to investigate the packaging and logo issues of the Ban Khok Community Enterprise Group, which is involved in growing and processing golden bananas. A purposive sampling method was used to select ten participants, and focus group discussions were conducted to collect data.
3) Analyze information from document studies, interviews with packaging and logo specialists, designers, and users, and data collected during field visits. Using this information and the results from the sample group's questionnaire, concepts for packaging and logo design were developed.
4) Design and develop prototype packaging and logos. Five prototypes were created based on information gathered during the field visit, specifically tailored for the community enterprise group involved in cultivating and processing golden banana.
5) Assess the development of prototype packaging and branding. Three print and packaging design specialists evaluated the structure and graphic design features of the prototypes created by the researcher. Feedback was collected using a 5-point evaluation form, with scores ranging from 5 (strongly agree) to 1 (strongly disagree). The feedback was used to refine the packaging and branding based on the opinions of both users and experts, followed by production of the final designs.
The average score ranges for survey responses are as follows.
A score between 4.51 and 5.00 indicates strong agreement.
A score between 3.51 and 4.50 indicates agreement.
A score between 2.51 and 3.50 indicates uncertainty.
A score between 1.51 and 2.50 indicates disagreement.
A score between 1.00 and 1.50 indicates strong disagreement.
6) Actual logos and packaging were tested in the market to evaluate consumer satisfaction. A sample of 100 consumers was selected through accidental sampling from those purchasing products from the community enterprise group that grows and processes golden bananas. Data were collected using a 5-point scale opinion questionnaire. The evaluation form weighted scores based on the opinions of individuals assessing the prototype logos and packaging. The criteria for interpreting the mean scores are as follows (Sakulpiyatewan et al., 2021):
An average score between 4.51 and 5.00 indicates strong agreement.
An average score between 3.51 and 4.50 indicates agreement.
An average score between 2.51 and 3.50 indicates uncertainty.
An average score between 1.51 and 2.50 indicates disagreement.
An average score between 1.00 and 1.50 indicates strong disagreement
7) Revise the summary, evaluation, discussion, and presentation of packaging design ideas based on feedback, and finalize the packaging and logo for the group of farmers and community enterprises growing and processing golden bananas.
8) The finalized packaging and logo will be produced and provided to the farmer groups and community enterprises involved in growing and processing golden bananas.
3. Analysis Results
Results from brainstorming, SWOT analysis, and the TOWS matrix are summarized in the chart below (Table 1).
Table 1: The following outlines the scoring weights in the assessment form, based on the evaluators' opinions regarding the prototype logos and packaging design
3.1. Developing the Logo of the Ban Khok \Golden Banana Community Enterprise Group
The logo for the "Ban Khok Kluay Hom Thong Community Enterprise Group" (see Figure 2) was designed to establish a distinct community identity. This brand is applied to various business-related items within the community, including documents, letterheads, envelopes, business cards, polo shirts, jackets, hats, delivery vehicles, and more.
Figure 2: Emblem of “Ban Khok Kluai Hom Thong Community Enterprise Group” developed (source: created by authors)
From Table 2, experts in printing and packaging design rated the logo design highly, with an average score of 4.33. This indicates that the logo is considered unique and effectively represents the community. The highest rating was 5.00, reflecting the opinions that the logo is international, contemporary, beautiful, memorable, user-friendly, and well-suited to the community.
Table 2: Evaluates the design of the emblem. “Ban Khok Kluai Hom Thong Community Enter-prise Group” that developed
3.2. Develop Logos and Product Packaging of the Banana Hom Thong Community Enterprise Group
Guidelines for Designing Logos and Product Packaging for the Golden Banana Community Enterprise Group
When designing logos and product packaging for the Golden Banana Community Enterprise Group, the BFB-Con3 principles should be considered (see Figure 3). These principles are:
Figure 3: Concept for designing logos and product packaging (source: created by authors)
1) Containment and Protection: Packaging must effectively contain and protect the product. It should prevent damage during transportation and avoid spoilage. Good packaging ensures that the product remains intact and fresh.
2) Convenience: Packaging should facilitate production and marketing processes. It must be designed for easy transportation and storage, and should be user-friendly. This includes having a size that fits comfortably in hand and is easy to carry and handle.
3) Consumer Appeal: Effective packaging should capture consumer attention. This involves designing with attention to size, shape, color, materials, and graphic patterns. The packaging should communicate the product’s value and appeal to consumer psychology, ensuring that it stands out and attracts potential buyers.
3.3. Guidelines for Logo and Packaging Design
3.3.1. The dietary supplement made from banana flour is packaged in foil envelopes with stickers, using banana paper with an inner foil coating to extend shelf life. The product is available in 50g to 100g quantities (Figure 4) and can be stored at room temperature for up to one year.
Figure 4: Prototype of food supplement packaging made from banana flour using innovative ba-nana paper
Based on Table 3, print and packaging design experts provided their evaluations of banana flour dietary supplement packaging. The highest level of satisfaction, with an average rating of 4.70, was observed in six key areas.
Table 3: Evaluation of packaging design of banana flour dietary supplements
1) Graphics Clarity: The graphics on the packaging clearly convey the product's purpose and details, including manufacturer contact information, and present an international and contemporary design (average rating: 5.00).
2) Form and Structure: The packaging's form and structure are well-suited for both the product and transportation needs. It also features aesthetically pleasing colors appropriate for the product and a structural design that is suitable for display shelves (average rating: 4.66).
3) In terms of the packaging materials for banana flour dietary supplements, foil envelopes with stickers were deemed appropriate for enhancing attractiveness and stimulating purchase interest. Additionally, the banana paper innovation model was considered appropriate, with a high level of satisfaction (average rating: 4.33).
Evaluate design results to test the market of logos and packaging
According to Table 4, the evaluation of packaging for dietary supplements made from banana flour reveals the following insights. At the highest level, with an average rating of 4.54, the five aspects that received the greatest satisfaction are.
Table 4: Evaluation of banana flour dietary supplement packaging (N=100)
1) The graphics on the packaging clearly convey the product's identity, with a mean score of 4.63.
2) The packaging design is suitable for placement on product display shelves, with a mean score of 4.60.
3) The form and structure of the packaging are consistent with both the product and its transportation requirements, receiving a mean score of 4.57.
4) The packaging is considered international and contemporary, with a mean score of 4.53.
5) The colors used in the packaging are aesthetically pleasing and appropriate for the product, with an average score of 4.51.
3.3.2. Banana throat spray the outer packaging is a banana spray box for easy distribution.
From Table 5, feedback from print and packaging design experts regarding the banana throat spray packaging is summarized in Figure 6. The overall satisfaction rating was highest, averaging 4.55.The experts particularly praised four aspects: the packaging's form and structure, which align well with the product and its transportation needs (average rating of 5.00); the use of attractive colors that complement the product; the packaging's structural design, which is well-suited for shelf display and meets international and contemporary standards (average rating of 4.66).
Figure 5: Pattern and packaging prototype for a banana throat spray box (source: created by authors)
Table 5:Evaluation of banana throat spray packaging design
Evaluate design results to test the market of logos and packaging.
From Table 6, the evaluation of the banana throat spray packaging reveals a high level of satisfaction, with an average rating of 4.45. The packaging excels in four key areas: it has a form and structure that aligns well with the product and its transportation needs (average rating of 4.65), it uses attractive colors that complement the product (average rating of 4.60), its structural design is suitable for display on product shelves (average rating of 4.53), and it is perceived as international and contemporary (average rating of 4.51).
Table 6:Evaluation of banana throat spray packaging (N=100)
4. Summary and Discussion of Research Results
The project aims to modernize the Golden Banana Community Enterprise Group by enhancing branding and packaging through learning activities. It seeks to increase the product's appeal, competitiveness, and recognition. This initiative is expected to boost distribution and add value to products made from local resources, ultimately leading to sustainable income.
Summary and Discussion of Research Results:
4.1.1. The first research objective is to analyze the problems and needs related to packaging and logos for processed products from golden bananas produced by the Golden Banana Community Enterprise Group.
From the identified problems, guidelines for product development emerged. These guidelines include using SWOT Analysis and the TOWS Matrix to devise proactive strategies (SO) for product development and packaging that align with trends in ecotourism, agriculture, and environmental conservation. This also involves incorporating guidelines based on Thailand’s economic and social development policy towards a BCG (Bio-Circular-Green or Bio-Economy-Circular-Green-Economy) format. The corrective strategy (WO) focuses on enhancing knowledge and skills for value-added processing. Preventive strategies (ST) aim to create diversity and distinctiveness in products and packaging, while applying BCG principles to utilize banana waste for innovative products such as paper, textiles, and yarn, targeting new customer groups. The defensive strategy (WT) seeks to reduce production costs through circular economy concepts to achieve greater efficiency, consistent with the research (Stewart, 1995).
4.1.2. The development of packaging and logos for processed products from golden bananas involves collaboration between farmers' groups and the Golden Banana Community Enterprise Group.
Our objective is to reflect the identity of the Kluai Hom community in the Isan region. The "Phaya Naga," revered by the Isan people, symbolizes good fortune and abundance for farmers. Our design approach integrates the flow of water with the belief in the Nagas. The Mekong River's flow is linked to the golden banana business, with the Naga's depiction being both delicate and modern while still evoking the essence of a banana tree, representing the organization's primary product. The design features interconnected lines symbolizing waterways (the Mekong, Chi, and Mun Rivers), which unite farming communities across multiple provinces to foster income generation and strengthen the corporate identity.
Three experts in print and packaging design evaluated the logo, awarding it a high average score of 4.33. This score reflects the logo's uniqueness and effective representation of the community. The highest rating was 5.00, with the logo being described as international, contemporary, aesthetically pleasing, memorable, practical, and well-suited to the community.
Regarding overall product packaging needs, packaging has become increasingly significant within community groups. It enhances product reliability and provides crucial usage information to consumers. This research summarizes the needs of each group, focusing on the design of packaging for products including food, dietary supplements, and herbs.
The guidelines for designing logos and packaging for the Ban Khok Golden Banana Community Enterprise Group, Udon Thani Province (Huang, 2022; Drew, 2010), adhere to the BFB-Con3 principles, emphasizing socially responsible and environmentally friendly packaging. Three types of eco-packaging are highlighted: (1) bio-based materials, using natural raw materials to produce bioplastics from golden banana waste; (2) fiber-based materials, derived from natural fibers or agricultural waste; and (3) biomass materials, sourced from golden banana agricultural waste. It is recommended to prioritize research and development toward eco-friendly packaging solutions, in line with Ninaroon (2023) and established packaging principles.
The researcher focused on three key aspects of packaging design (Con3):
Containment and Protection: Good packaging must contain and protect the product, preventing damage during transportation and spoilage.
Convenience: Packaging should facilitate production, transportation, storage, and usability, such as being easy to hold and carry.
Consumer Appeal: Packaging should attract consumer attention through its size, shape, colors, materials, and graphic patterns, enhancing communication efficiency and psychological impact (Rundh, 2013; Rundh, 2016; Agariya, 2012).
1. Packaging Functionality (Containment and Protection): Packaging is essential for safeguarding products, ensuring their suitability for storage, transportation, and distribution. For example, herbal food products are packaged in foil envelopes with stickers to extend shelf life and protect against moisture. Banana spray is stored in opaque, tea-colored glass bottles to shield it from sunlight and prolong its efficacy, with labels applied via stickers. This packaging approach not only protects the product but also supports efficient logistics and distribution.
2. Convenience in Packaging Design: Effective packaging design builds consumer trust and facilitates understanding of the product. It includes details such as manufacturer information, contact details, and product pricing. For products like banana fiber paper, banana plates, textile fibers, yarn, banana fiber shoes, and banana fiber shawls, clear and informative packaging is essential. Similarly, for herbal products and desserts, packaging should include information on product properties, usage instructions, storage guidelines, precautions, and contact details, as seen with banana throat spray, banana flour powder, and eggplant flour powder. The design should be easy to read and convey a sense of trustworthiness.
3. Consumer Appeal: The packaging design for the Ban Khok Golden Banana Community Enterprise Group in Sang Khom District, Udon Thani Province, highlights colors inspired by Golden Bananas. Yellow represents the banana peels, white symbolizes the banana pulp, and green reflects the banana leaves. This color scheme is applied to products such as banana plaster, food supplements made from banana flour, and banana throat spray. The design has been evaluated by three experts in four key areas: usability, form, production, and packaging and transportation. This evaluation ensures that the packaging effectively displays product information, supports efficient logistics, and enhances the consumer experience. The design aligns with findings from Thiwasingha (2017) and the 2014 study on the impact of product packaging on consumer behavior, which highlighted the importance of color suitability and design appeal. The selected lettering and packaging shape are deemed appropriate and visually attractive, emphasizing the role of packaging in innovation.
4. Conclusion: The marketing test for packaging and logos of processed products from golden bananas, conducted by farmers' groups and community enterprise groups, demonstrates the effectiveness of the design in enhancing product appeal and supporting market success.
Results from the evaluation of packaging design by 100 consumers of the Ban Khok Golden Banana Community Enterprise Group's products in Sang Khom District, Udon Thani Province, indicate the following:
1. Food supplement packaging made from banana flour received the highest rating, with an average score of 4.54.
2. Banana throat spray packaging was rated high as well, with an average score of 4.45.
The aspect that provided the most satisfaction was the packaging's form and structure, which were perceived as well-suited to the product and effective for transportation.
5. Suggestions
1. The design of the “Wean the Mekong” logo should not rely solely on a banana tree. Instead, consider a design that features distinctive elements, such as banana leaves, which can be creatively integrated with other symbols in the logo. This approach will enhance the overall visual communication, creating positive associations and memorable impressions for consumers.
2. The packaging under development has evolved to have a more international and modern appearance. It is now designed to be suitable for gifting, making it an attractive option for adults seeking souvenirs.
3. Incorporating local materials into the packaging design can enhance its appeal and cultural relevance. For example, using fabric scraps from sewing to create cloth bags for carrying locally woven products and processed textiles can significantly impress consumers and add a unique, localized touch to the product.
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