| Issue | Vol. 8 No. 1 (2025) |
| Release | 22 March 2025 |
| Section | Articles |
Upaya meningkatkan daya saing Usaha Mikro, Kecil dan Menengah (UMKM), pengabdian masyarakat ini memiliki tujuan utama inovasi yang berfokus pada desain kemasan produk. Kegiatan ini akan dilakukan berupa pendampingan kepada pelaku UMKM bagaimana menerapkan elemen desain kemasan sebagai upaya untuk pengenalan awal produk kepada konsumen dengan elemen visual yang efektif dan memenuhi kebutuhan UMKM. Kemasan memiliki peran penting dalam meningkatkan daya jual, diferensiasi, dan daya saing sebuah produk. Perancangan kemasan sebagai brand recognition dengan menggunakan pendekatan storytelling sebagai penarik perhatian utama pada kemasan. Brand recognition menjadi salah satu strategi yang mampu membantu persaingan UMKM di era digital ini, terlebih sektor industri makanan UMKM. Pemahaman media digital dari UMKM juga perlu diisi dari pihak akademik agar dapat memenuhi kesenjangan yang ada di Kelurahan Jelekong, Bandung.
Keywords: Kemasan, UMKM, Produk Unggulan, Jelekong
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