Visual Brand Design for Local Food & Beverage

Ng, Kuo Zhun (2024) Visual Brand Design for Local Food & Beverage. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study explores how visual brand design affects consumer recognition and perception in Malaysia’s local food and beverage industry. It focuses on the key visual branding elements, including colour, shape, and typography, and how their deficiencies can impact brand awareness and product association. Malaysia’s branding landscape has evolved significantly, transitioning from traditional methods to modern, multimedia-driven approaches influenced by the country’s rich cultural heritage and economic development. The research involved a comprehensive analysis of visual elements used by local food and beverage brands, revealing that many face significant challenges in creating compelling visual identities. A pilot study with Malaysian participants highlighted these issues, showing that inconsistent and unappealing design elements often lead to poor brand recognition. By employing formalism theory, this thesis examines how visual components can craft memorable and engaging brand identities that resonate with consumers. Findings suggest successful visual branding requires a strategic blend of culturally resonant elements and modern design principles. Effective use of vibrant colours can create emotional connections, while well-designed shapes and typography enhance brand appeal and readability. However, a lack of consistency and fundamental design principles often undermines the branding efforts of local companies. This research offers actionable insights into improving visual branding strategies, emphasising the need to balance traditional cultural elements and contemporary design trends. By enhancing their visual designs, local food and beverage brands can ultimately achieve greater consumer engagement and a competitive edge in the market