cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Ahmad Faiz Muntazori
Contact Email
faiz.muntazori@gmail.com
Phone
+6288212348559
Journal Mail Official
desainjurnal@gmail.com
Editorial Address
Ruang Lembaga Riset dan Pengabdian kepada Masyarakat (LRPM) Universitas Indraprasta PGRI Address: Jl. Nangka No. 58 C (TB. Simatupang), Kel. Tanjung Barat, Kec. Jagakarsa, Jakarta Selatan 12530, Jakarta, Indonesia.
Location
Kota adm. jakarta selatan,
Dki jakarta
INDONESIA
Jurnal Desain
Published by Universitas Indraprasta PGRI
ISSN : 23390107     EISSN : 23390115     DOI : https://doi.org/10.30998/jd.v13i1
Core Subject : Art,
Arts
Jurnal Desain focused to publish high-quality articles dedicated to all aspects of the latest outstanding research and developments include research reports, conceptual ideas, studies, theories, using the qualitative approach in Design and Visual Communications, Interior Design, Fashion Design, Product Design, Fine Art, Photography, Animation and other related fields of Visual Art. The scope of this journal encompasses to a study of typography, branding, photography, media studies, design studies, advertising, animation, illustration, visual culture, nirmana, film, videography, etc.
Arjuna Subject : Seni dan Humaniora - Seni Visual dan Seni Pertunjukan
Articles 51 Documents
 2   3   4   5   6 
Integrated visual culture in Neo-Chinese branding: A semiotic analysis of CHAGEE’s packaging and digital campaigns Erlyana, Yana; Hidajat, Henny; Sutanti, Keisya Annabella
Jurnal Desain Vol 13 No 3 (2026): Jurnal Desain
Publisher : Universitas Indraprasta PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30998/jd.v13i3.2247

Abstract

The "Guochao" (Neo-Chinese) aesthetic trend has significantly transformed contemporary visual communication by redefining how traditional culture is represented in urban markets. This study explores CHAGEE’s visual culture to understand the deconstruction and modernization of historical Chinese elements through design. Utilizing a qualitative case study integrated with systematic digital archiving, the research applies Roland Barthes’ semiotic framework to analyze packaging designs (beverage cups) and digital social media campaigns. The analysis reveals that CHAGEE utilizes toile de Jouy motifs and constellation symbols on physical packaging to establish historical legitimacy, while digital media transcodes these elements into urban lifestyle narratives and emotional storytelling. These findings indicate that the synergy between physical and digital domains aims to construct modern myths of "authenticity through origin" and "urban escapism." This study concludes that integrating archaic physical design with dynamic digital narratives allows cultural heritage to be successfully translated into contemporary lifestyle branding that resonates with modern audiences.

Page 6 of 6 | Total Record : 51

 2   3   4   5   6 

Filter by Year

2025 2026


Reset
Filter By Issues
All Issue Vol 13 No 3 (2026): Jurnal Desain Vol 13 No 2 (2025): Jurnal Desain Vol 13 No 1 (2025): Jurnal Desain