PRODUCT STRATEGY THROUGH VISUAL BRANDING: A THEORETICAL ANALYSIS OF BRAND IDENTITY AND PACKAGING DESIGN IN FOOD AND BEVERAGE PRODUCTS

Abstract

Competition in the food and beverage industry requires companies to develop product strategies that are not only quality-oriented but also focus on visual identity through visual branding. This study aims to systematically review the relationship between product strategy, brand identity, and packaging design in building the competitive advantage of food and beverage products. A Systematic Literature Review (SLR) approach was used with reference to the PRISMA guidelines. Literature searches were conducted through the Google Scholar and ScienceDirect databases with a publication range of 2017–2025. Thematic analysis covered four main focuses, namely product strategy, visual branding, brand identity, and packaging design. The results of the study show that visual elements such as color, shape, illustration, and local cultural symbols not only serve as aesthetic aspects but also build emotional perceptions and strengthen brand value. Brand identity becomes the conceptual foundation that guides visual strategies, while packaging design acts as a means of symbolic communication between the brand and consumers. Critical analysis reveals three main gaps: (1) the lack of empirical studies on the relationship between visual branding elements and brand equity, (2) the limited studies linking local cultural values in the context of Indonesian MSME branding, and (3) the absence of an integrative conceptual model between product strategy, brand identity, and packaging design. Critical analysis reveals three main gaps: (1) the lack of empirical studies on the relationship between visual branding elements and brand equity, (2) limited studies linking local cultural values in the context of Indonesian MSME branding, and (3) the absence of an integrative conceptual model between product strategy, brand identity, and packaging design. These findings emphasize the need to develop a measurable and contextual visual branding model as a basis for further research and more effective branding practices in the food and beverage sector.