Optimalisasi daya saing: pelatihan perancangan desain logo dan kemasan produk UMKM lokal

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia’s economic resilience, nevertheless, many still struggle to compete in the digital marketplace due to limited branding ability and traditional marketing practices. This community service program aims to strengthen the digital presence and visual identity of local MSMEs through training in logo design, packaging design, and basic digital marketing. Using a Participatory Action Research (PAR) approach combined with offline training, the program collaborated with LADAGOO, a small-scale ready-to-eat food business in Bogor that previously operated with minimal branding and promotional assets. The training included visual identity development, packaging design principles, and Instagram business account optimization. The findings indicate considerable improvements in logo design, packaging consistency, and product visual quality, resulting in a more professional and competitive brand identity. These enhancements are designed to increase LADAGOO's digital market reach and strengthen consumer trust. Despite limitations such as low digital literacy and a short mentoring period the program demonstrates the strategic importance of visual branding in elevating MSME competitiveness. Future training is recommended to include copywriting and video content production to ensure long-term independent digital marketing performance.