<![CDATA[Developing verbal and visual branding strategies that reflect the cultural value of traditionalfoods is important for preserving local heritage while strengthening market competitiveness.Kompyang, also known askompya, is a traditional bread of Chinese origin adapted to Javanesetastes and now part of Surakarta’s culinary heritage. However,KompyangPak Haryono, the onlyremaining producer in Surakarta, still lacks a formal brand identity, packaging, and presence inmodern commercial spaces. Prior research on traditional culinary branding in Indonesia hasexamined products that already possess a brand identity or has focused on collective regionalbranding, leaving a gap in understanding how a product with no pre-existing brand identity canbe developed into a marketable brand. This study addresses that gap by developing an integratedverbal and visual branding strategy forKompyangPak Haryonothat reflects its cultural values whileincreasing market visibility. Its novelty lies in combining storynomics-based storytelling with vis-ual branding elements to build a brand identity for a heritage product with intergenerationalsignificance. Using a Research and Development (R&D) design with a qualitative approach, datawere collected through observation, interviews, and documentation. The analysis identified theproduct’s branding needs and resulted in a brand name, tagline, logo, packaging design, story-telling narratives, and social media mockups. The study contributes a practical branding proto-type for local producers and creative practitioners, as well as a conceptual contribution to thetraditional culinary branding literature by showing how cultural heritage and contemporarybranding practices can be integrated for a product starting without formal branding history.]]>
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