The utilization of Acehnese ornaments in branding design and visual identity
DOI:
https://doi.org/10.62033/elegentia.v2i1.166Keywords:
Ornament Utilization, Branding Design, Visual Identity, Creative Industry, Cultural PreservationAbstract
This research raises the phenomenon of the use of Acehnese ornaments in branding design and visual identity as an effort to preserve culture as well as innovation in the creative industry in the midst of globalization. The purpose of the study is to identify and analyze how traditional Acehnese ornaments are applied in food products, beverages, consumer goods, brand logos, and typography as part of a branding strategy that strengthens local identity. The method used is a qualitative case study with data collection through digital documentation from online sources such as the brand's official website and social media. The results of the study show that Acehnese ornaments not only function as an aesthetic element, but also as a cultural symbol that strengthens consumers' emotional connection to the product. In conclusion, the use of Acehnese ornaments in branding provides significant added value for the preservation of culture and marketing of local products. The recommendations of this study emphasize the importance of an ethical and contextual approach in the development of designs in order to still respect the value of indigenous cultures.
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