<![CDATA[A lack of attention to visual identity and packaging design often results in MSME products being difficult to distinguish, lacking in information, and unappealing to consumers, which can potentially reduce the businesses’ added value and competitiveness. This community service initiative aims to develop the visual identity and packaging design of Micro, Small, and Medium Enterprises (MSMEs) in Pangkil Village, Bintan Regency, Riau Islands, so that their products have a more consistent, communicative, and easily recognizable appearance, while also representing the local character of the archipelago. The project was carried out using a Research and Development (R&D) approach, involving MSME stakeholders in a participatory manner through six stages: identification of potential and issues; information gathering through observation and interviews; design development; validation; revision; and product implementation and promotion. Preliminary findings indicated that SMEs in Pangkil Village faced challenges such as a weak brand identity, inconsistent use of logos, colors, typography, and labels, as well as packaging that served merely as a product wrapper. Through this initiative, logos, labels, and packaging designs were created for fish crackers and split tamban fish products, featuring visual elements such as islands, the sea, coconut trees, and the sun, all of which represent the coastal character of Pangkil Village. The consistent application of these visual elements resulted in a product presentation that is more structured, informative, professional, and and has the potential to increase the value added and competitiveness of products. However, the impact on sales growth and market expansion still requires further evaluation through long-term monitoring and observation.]]>
