<![CDATA[Fragrande is a local Indonesian brand that produces beauty care products, including body care and fragrance items. Fragrande plans to expand its market reach to the international market by offering bar soap, body mist, nourishing hair oil, perfume oil, and face mist. The main difference between Fragrande products marketed locally and those intended for export lies in the changes made to the packaging design. Packaging is a strategic element in building brand identity, for product protector and making sure its durability through proper packaging. This study purpose to compare the characteristics of Fragrande’s packaging used in the local market with those designed for export. The research employs a descriptive qualitative method with visual analysis to examine the differences between local and export packaging. The results indicate that packaging modifications are implemented to adapt to the preferences of the export market and to meet higher quality standards. This research aims to serve as a guideline for UMKMs and local brands in their efforts to access the global market. ]]>
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