ABSTRACT
As public awareness for the growth of local industry 4.0 flourishes in Indonesia, business owners learn to build a deeper connection with the consumers through several approaches. One of the most prominent communication strategies is visual storytelling. This paper discusses a case where designing visual storytelling is formulated to enhance local product promotion strategy. La Kakao is a set of fictional characters designed to re-introduce ChoKoo as a brand of chocolate drink and simultaneously attract the attention of the targeted audience by interpreting the richness of cosmopolitan cultural heritage in South Sulawesi. Within qualitative methodology, the research instruments include observation, content analysis, interviews, and questionnaires. The result is the illustration of characters, packaging labels, and strip comics to nourish the story of La Kakao. Those visual assets are ready to be applied by ChoKoo to relaunch the brand after the pandemic.
