ABSTRACT
Indonesia as a coffee producer and exporter occupies the fourth largest position globally. However, many local coffee farming communities, especially in Bandung Regency, embrace marketing problems, i.e., unattractive package design. Widjie Coffee as one of the local community products has a mission to build public awareness that cares about the importance of environmental sustainability and improves the welfare and social solidarity of the community. This study aims to improve local product marketing efforts by redesigning packaging which has a competitive advantage. Data collection was carried out by field observations and interviews with the owner. The creative design process was carried out by visual exploration. The design results recommend three alternative designs by highlighting environmental sustainability as one of this local community's missions. This study is expected to help developing sustainable local community through competitive packaging design, not only in offline retail but also in online marketplace.
