<![CDATA[Yujonokohi, a ready-to-drink (RTD) coffee company based in Malang, has experienced stagnation and declining sales, allegedly caused by intense competition from similar products offered at lower prices and a lack of packaging innovation that appeals to consumers. This study aims to implement the Design Thinking method in the innovation and development of RTD coffee product packaging at Yujonokohi. This descriptive qualitative study adopts a Design Thinking approach consisting of six stages: definition, research, interpretation, ideation, prototyping, and evaluation. The data were collected through observations, in-depth interviews with the owner of Yujonokohi and target consumers (Generations Y and Z), and document analysis. The study is expected to result in a prototype design for RTD coffee packaging that is innovative, functional, and aligned with the preferences of the target market, thereby providing added value, enhancing visual appeal, and ultimately improving sales and the company’s competitiveness in the coffee industry.]]>
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