<![CDATA[Jamu, a traditional Indonesian herbal medicine, remains an important part of cultural heritage and is still used by the public to maintain health. One of the most iconic jamu brands with a strong visual identity is Buyung Upik, which specifically targets children as its main audience. Although jamu has gained international recognition, studies from the perspectives of visual communication design and brand management remain limited. This research analyzes the visual composition of Buyung Upik’s packaging design from 1990 and 2019, focusing on elements of color, typography, illustration, layout, and visual messaging through a descriptive qualitative approach. The aim is to understand how design changes reflect the brand’s visual strategy and adaptation to market trends. The findings reveal consistent color schemes that strengthen brand identity, alongside shifts in illustration and layout reflecting social context. The 1990 packaging shows children holding hands, symbolizing togetherness and outdoor play, while the 2019 design features more dominant and expressive characters, representing modern children who are confident and open. From a design perspective, these changes illustrate the evolution of visual strategy and brand repositioning to remain relevant and competitive in the modern market. This study highlights the importance of packaging design as a medium of visual communication and branding strategy in preserving the continuity of traditional jamu identity.]]>
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