Branding on Traditional Rice Wine Tuak

Chan, Elaine Yi Ling (2020) Branding on Traditional Rice Wine Tuak. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Tuak is a traditional rice wine and it is made for ritual ceremonies such as the harvest festival - Gawai. This study aimed to create a brand identity for tuak to make it more presentable and recognised by more people. The reason for this is because some Tuak in the village are usually filled in plastic bottles to sell, which is not very presentable. Besides, this has caused people would not know what is in the bottle selling and this caused people to not go for this product. The researcher has used the qualitative approach to sustain her research. After the research process and getting all the information needed, it is proved that a brand or packaging can grab people's attention and let people recognise it. Branding can change how people perceive a brand and packaging design can leave an impression to the audience and they might come back for purchasing at their next shopping. The researcher has the privilege to interview Mr Maynard Keyne Langet, a brewer and a founder of a brand of Tuak based in Sarawak to support the case study. In the future, the research can improve the branding and upgrade the packaging to make it more quality and enter the national and international market. In the future, traditional rice wine tuak can also get recognised by the whole world.