Development of Visual Branding Competencies Through Project-Based Learning With Local MSMEs in Ciwaruga Village

Dwita Alfiani Prawesti; Arief Johari; Suryadi Suryadi

doi:10.69875/djosse.v3i3.582

Authors

Dwita Alfiani Prawesti Universitas Pendidikan indonesia https://orcid.org/0000-0002-9203-2936
Arief Johari Universitas Pendidikan indonesia https://orcid.org/0000-0001-5294-2575
Suryadi Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.69875/djosse.v3i3.582

Keywords:

Project-Based Learning, Visual Identity, Packaging Design, MSMEs, Design Education

Abstract

Four teams of Visual Communication Design students developed visual identities and packaging for four MSMEs in Ciwaruga Village and the surrounding West Bandung area: ACS, a succulent plant business operating since 2000; Citruk Mawar, a producer of “citruk” snacks (a West Javanese specialty); KUWU bottled drinking water; and Kasemaran, a producer of “jengkol”-flavored cassava chips. Each team followed Alina Wheeler’s five-step branding process, ranging from research and strategy to identity design, touchpoint development, and final asset management. Employing a qualitative multiple-case study approach, this research compares tangible changes in the students' design work rather than merely assessing competency. Comparative "before-and-after" artifacts reveal a clear shift from simple labels and decorative graphics toward more structured brand systems. The most striking changes are evident in information hierarchy, brand distinction, and consistency in the use of color and typography. As the clients were actual MSME owners, students were required to revise their work by considering product characteristics, owner preferences, readability, and production constraints. Thus, the project-based learning method placed students in design situations closely resembling professional practice, while Wheeler’s framework provided a clear workflow for the studio process regarding research, revision, and design implementation.

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