LIKE Exotic NTT assists in housing and marketing the commodities from the NTT tourism and creative economy with BPOLBF (Labuan Bajo Flores Authority Agency) and BI (Bank Indonesia) NTT. Students from ITB FAD (Faculty of Arts and Design) and professional designers outside can contribute to the success of this program.

The inaugural event was moderated by Prananda (ITB FAD lecturer) and attended by Dr. H. Sandiaga Salahuddin Uno, B.B.A., M.B.A. (Ministry of Tourism and Creative Economy), I Nyoman Ariawan Atmaja (Head Representative of Bank Indonesia of NTT Branch), Dr. Andryanto Ririk Kusmara, S.Sn, M.Sn. (Dean of ITB FAD), and Shana Fatina (Chief Director of BPOLBF). Yuke Sri Rahayu, S.Sos., M.A. (Director of Culinary, Crafts, Design, and Fashion of the Ministry of Tourism and Creative Economy) and Bima Nurin (Chief Director of Wanara Design Studio) were invited as speakers for the event's webinar.

Both ITB students and MSME entrepreneurs joined the event in high spirits. Their enthusiasm is especially with Sandiaga, whose presence motivates participants to strive further in the field of the creative economy and design.

Dr. Ririk explained that LIKE Exotic NTT is a collaboration between ITB FAD Community Service Division, BPOLBF, and BI NTT funded by LPPM ITB. Through this program, he hoped to utilize Labuan Bajo as a medium of arts and design to develop more long-term synergetic programs. "ITB FSRD is ready to commit to the growth of NTT and other potential regions in Indonesia," he added.

Designing Creative MSME Products for Better Branding and Promotion

The first webinar session discussing product packaging strategies was delivered by Yuke. She stated that a good and creative product identity can strengthen the brand’s value. Creating more ingenious packaging would interest more people to buy the products and boost their sales. Thus, Yuke listed the criteria for better packaging design and product branding: clear, simple, honest, minimalistic, authentic, flexible, practical, and consistent. The packaging should also contain the company's brand philosophy and personality that conveys its visions, missions, and goals.

MSMEs in Indonesia are lacking in their product packaging because either the design is made by themselves, or the available resources are limited. Hence, teamwork with professional designers is highly encouraged so that the packaging designs are guaranteed to be good in quality.

Yuke then promoted the BEDAKAN program that educates and assists creators in restoring and improving their income through product identity planning. The program was established in 2021 and has expanded to 11 cities, banding with ADGI and ASPRODI as well as involving 335 designers across Indonesia to achieve the most optimal packaging designs for creative economy proprietors. Additionally, they give out donations and 1000 pieces of packaging prints for business owners.

Labuan Bajo was chosen as the place to carry out BEDAKAN with 25 culinary enterprises. Few of them are Manga Koya Ikan Cakalang, De Mori (Manggarai Coffe), Kalo (Bajo Snack), Sinaluna, and Hasrinda. Yuke stated to have received many positive responses from NTT business owners, who now have their sales turnover elevated. They are also confident in starting their own online shops to increase their accessibility and target market.

The next session was presented by Bima, who illustrated the importance of packaging from the designers’ point of view. He explained that the basic function of packaging is to protect the products for easy storage and shipping. Necessary information to be included in the packaging are the following: brand name, the reason for its production, brief profile of the enterprise, raw materials and its sources, production date, BPOM certification, halal/non-halal certification, HAKI certification, and packaging documentation.

According to Bima, the packaging process is similar to the consumer’s experience because its design affects their purchase decisions by 71%. To create attractive packaging designs, data and references describing the appropriate materials should be studied further. Other important factors in design are name ideas for the product’s brand, the needs of SMEs (Small and Medium Enterprises), brand narratives, target markets, as well as the estimated production costs and time. "In the end, we must let the packaging do all the talking,” Bima concluded.

Prioritizing Labuan Bajo in its expansion of tourism is supported by the existing human resources and products. The LIKE Exotic NTT program is hoped to promote the local products of NTT and boost the national economy through improvements in product packaging. In the long run, the design aspect is not only beneficial for product development but also supports Indonesia's regional development.

Reporter: Pravito Septadenova Dwi Ananta (Geological Engineering, 2019)
Translator: Ruth Nathania (Environmental Engineering, 2019)