<![CDATA[This study examines the digital communication strategy of Masker Kelor, a local herbal skincare brand, through Instagram by focusing on the integration of narrative and visual elements in building brand image. The study aims to analyze the implementation of digital narratives and visual branding and their contribution to creating a consistent brand image. A qualitative descriptive approach was employed, with data collected through observation of Instagram content and interviews with the brand manager. Data analysis focused on digital communication strategies, narrative elements, visual branding, and brand image formation. The findings reveal that Masker Kelor consistently conveys messages emphasizing natural ingredients and product safety. Its digital narratives apply a problem–solution structure, educational and persuasive messages, consumer testimonials, and audience interaction. The visual branding is characterized by consistent colors, kelor leaf imagery, simple typography, and a natural, clean design style. The integration of narrative and visual elements strengthens brand identity and shapes a brand image associated with being natural, safe, and trustworthy. This study highlights that consistent storytelling, visual identity, and audience engagement can support practical digital branding strategies for local small and medium-sized businesses with limited resources.]]>
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