A Trial Study on Samarinda Identity Element Extraction for the

Development of Cake Packaging Design

Andi Farid Hidayanto

, Basyarah Hamat

and Mohd Khairulanwar Bin Mohd Dahuri

Department of Design, Politeknik Negeri Samarinda, Samarinda, Indonesia

Department of Science, Management and Design, Razak Faculty of Technology and Informatics,

Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia

Keywords: Packaging Design Development, Identity Element Extraction, Trial Study, Graphic Software, Samarinda

Identity Extraction.

Abstract: Gabin biscuits are a typical snack from Samarinda which is usually used as souvenirs. The packaging design

of, gabin biscuits, which are also a type of traditional cake, hasn't changed much since its first initiation. So

the packaging design needs to be developed according to the times without losing its original identity. From

the results of the assignments given to 75 students, the final design was selected to be used as product

packaging. In this study using the. Method Packaging Structure Design Process, the gabin biscuit packaging

develop through several stages, according to predetermined criteria various computer applications to develop

such as. The result of this project is a prototype of gabin biscuit packaging that is equipped with graphics that

display associated regional icons display regional identity. After being validated in the field by users, good

response from consumers were reported, providing potential design directions for gabin biscuits packaging

design that can be adapted by the gabin biscuit industry.

1 INTRODUCTION

Packaging designs, especially food packaging

designs have be en actively research upon in the last

decade. This also includes research on packaging

attributes. One of the most studied attributes of food

packaging design is related to the visual elements that

are embodied in packaging graphics

(Hamlin, Gin,

Nyhof, & Bogue, 2017).

Samarinda is the capital city of East Kalimantan

Province. Which has an area of 718 km

, that consists

of 10 sub-districts which are divided into 59 villages

(Province, 2016). With the establishment of the New

State Capital (IKN) on August 26, 2019 in East

Kalimantan (Hadi & Ristawati, 2020) which is

approximately 70 Km from Samarinda (Putra, 2019),

it is exected that Samarinda will become a destination

for arrivals with various purposes and interests. As

one of the big cities in Indonesia, Samarinda City

realizes the potential of its territory to be developed

and needs to make a lot of adjustments to increase its

various potential resources, one of which is the trade

and tourism sector (Samarinda, 2016). One of the

supports for tourism from the trade side is the

provision of souvenirs in the form of local snacks.

Because visitors need souvenirs from the area as

special memories as evidence of having visited the

area.

Samodro (Margono, 2018) mention that the

variety of selection for customers related to food and

drinks are very diverse. Customers prefer to purchase

food that are sold to be taken home as souvenirs, not

to be enjoyed at the place of purchase. One of the

popular food items to be purchased is the a typical

Samarinda snacks, the gabin cake, which is namely

food that is not taken as a main meal, but is served

and consumed between main meals (Tambunan,

2016).

Gabin biscuits originally came from the name of

a famous and popular Gabin biscuit brand in the

Samarinda region. Gabin cake is now one of the

typical Samarinda souvenirs that are commonly taken

home when traveling there (Alys, 2018). It is not clear

where this specialty food came from. However, in

East Kalimantan, people make it as a typical souvenir

from Samarinda ("Oleh-Oleh Khas Samarinda,"

2020). In Samarinda there are two companies that

produce these Gabin biscuits, namely Gabin Ria and

Gabin Lido (Liulianto, Tanudjaja, & Salamoon,

2017). As the Gabin cake is a traditional product.

406

Hidayanto, A., Hamat, B. and Dahuri, M.

A Trial Study on Samarinda Identity Element Extraction for the Development of Cake Packaging Design.

DOI: 10.5220/0010946600003260

In Proceedings of the 4th International Conference on Applied Science and Technology on Engineering Science (iCAST-ES 2021), pages 406-411

ISBN: 978-989-758-615-6; ISSN: 2975-8246

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

There is potential to develop its packaging design so

that it can be accepted withiin a contemporary context

while maintaining the intangible values that are

contained whithin it (Edward, 2020).

A common problem in packaging food snacks for

souvenirs is that they have not maximized market

allure, and visual displays that are characterized by

local culture (Samodro, 2018). The packaging design

of such specialty food snacks should portray the local

character and identity of the origin. The packaging

designs that are produced however, should not

maintain in its current predicament, but should be

modernized following current technological

developments with the spirit of local culture.

Packaging with local geographic characteristics has

been found to considered as more attractive and

choosen by consumers (Hartanti, Nurviana, &

Lukman, 2019).

Natadjaja (2002) states that the function of

packaging embeds more than just technical

functionality. The packaging design can function as

an ambassador representing the area of origin

(Mukhtar & Nurif, 2015). The packaging has the

capability to be equipped with elements of the culture

of the area of origin to represent the cultural

background of the area that will be delivered in the

package (Kao, Cui, Ren, & Sung, 2016). Simply by

looking at the packaging, consumers will know where

the product comes from.

As traditional products cannot be easily accepted

by modern society, traditional products must be able

to adapt to the development and needs of the times.

Pilliang states that the new reality has replaced the

past reality. So he packaging design of traditional

food snacks such as the gabin biscuits needs to be

transformed according to the needs of modern

society. Traditional products must change and adapt

in order to remain relevant to current times (Sutrisno,

2020).

According to Alver (1992) tradition is important

for many countries as a counter culture to the

dominant culture or globalization, as it gives new life

into a national identity, and to be declared as a

national identity (Nugraha, 2010).

Referring to the notion of tradition, gabin biscuits

including traditional cakes, which are cakes that have

been passed down from previous generations,

continue to be manufactured with not much change

until now (Yana, Dienaputra, Suryadimulya, &

Sunarya, 2020). It can be seen from the packaging of

gabin biscuits from the past until now there has not

been much development (see Figures 1 and 2).

Wrapped in transparent plastic. The brand and

description of the contents are screened on the plastic

packaging or printed on the paper that is inserted into

the package. This gabin cake will be the object of

research to develop its packaging. As a regional

specialty, the packaging must be able to display

regional identity, so that consumers will know where

this product comes from.

Figure 1: The packaging of the cake made by Lido.

Figure 2: The packaging of the cake made by Lido.

From a visual perspective, the gabin cake

packaging is considered to have less appeal. It is also

difficult to open the package, and consumers have to

use various ways to open it, including by biting, using

a pen, motorcycle key and/or other sharp-angled

objects. Often consumers have to find rubber bands to

tie the packaging that still contains its remaining

contents.

Figure 3 is a packaging of gabin biscuit from one

area in East Java. The packaging has graphic

information that conveys enough information in it so

that consumers understand its contents. This includes

brand, industrial location, contact, nutritional content,

amount of content, industry standard, and expiration

date. The packaging is also equipped with attractive

graphics, including colours, text and images. For a

simple box shape, that prioritize functionality.

A Trial Study on Samarinda Identity Element Extraction for the Development of Cake Packaging Design

407

Figure 3: Packaging of gabin cakes produced in other

regions.

2 MATERIAL AND METHODS

The packaging design activity is part of a students

assignments. In the conceptual design stage, 75

students generated packaging designs for traditional

snacks. From the total amont of students, 6 students

chose to develop the packaging design for gabin

biscuits. Each of these students 5 packaging designs

concepts. From the 30 designs collected, 5 designs

were selected be expanded developed into several

development alternatives. The designs develop at this

stage are analyzed according to the design criteria that

have been determined to brought forward and be

realized in the final design

The Packaging Structure Design Process method

(see Figure 4) is used in the process of designing the

food packaging designs, where the packaging designs

are generated in various stages using computer

applications. The use of computers provide the

advantage of shortening the design period, increasing

efficiency, precision, saving resources and material

input. This method was introduced by Wei Yu from

Jiangxi University of Applied Science, Nanchang

City, Jiangxi Province, China and Pradeep Kumar

Singh from ABES Engineering College, Ghaziabad,

Uttar Pradesh, India. In this method, a CAD

application is used for the technical design in the form

of a cutting plane for precision. After the technical

design is obtained, it is followed by the graphics

processing applications which include graphic

applications (victor), and image processing

applications (bitmap). The CorelDRAW and Adobe

Ilustrator software is used for the vector processing

applications, while the Adobe Photoshop software is

used for the bitmap processing application.

Figure 4: Flowchart Packaging Structure Design method

(Yu & Sinigh, 2021).

With the Packaging Structure Design Process

method, the experience of the design process is

obtained as a student learning stage in completing the

project in designing packaging. Includes exploring

ideas embodied in design sketches. Furthermore, it

was developed into several development designs

which were refined into the final design. In the design

process, students learn to use computer applications,

namely AutoCAD for layout, CorelDRAW or Adobe

Illustrator for graphic design and Adobe Photoshop

for image editing.

3 RESULT AND DISCUSSION

Packaging design assignments were given to 75

students. Of these, 6 students chose to design for

gabin biscuit packaging. The 6 students started their

project by making initial sketches. The sketches are

discussed according to the packaging attributes that

have been determined by making several

development designs. This development design is

discussed in order to meet the specified design

criteria. From the process of several stages that have

gone through the results of the discussion, one final

design is chosen for packaging gabin biscuit. The

final design is stated in the design specification

which. Includes size, material, graphic specifications,

capacity, cutting plane, system, and function.

iCAST-ES 2021 - International Conference on Applied Science and Technology on Engineering Science

408

Figure 5: Initial design.

Figure 6: Initial design.

Figure 7: Final design and graphic layout.

The final design is realized in product modeling

with AutoCAD applications. From the product

modeling, the packaging structure is described in the

form of a cutting plane and a connecting system.

Cutting planes and connection systems are drawn

with the AutoCAD application for precision. In the

packaging structure design stage, a graphic display is

applied. Because there is already a folding/cutting

pattern, so that it becomes a guide in placing the

prepared graphics in other tasks.

In the product prototyping process, before being

implemented to the final product, a dummy is made

using other media. The dummy function as a model

study, because modeling with three-dimensional

products is actually not the same, so it needs revision.

The dummy is used as a presentation medium to

consumers about the condition of the packaging to be

produced. Furthermore, the dummy was evaluated for

the level of satisfaction of customers who ordered

packaging. The dummy underwent adjustments until

it was ready for production. If the results did not meet

the criteria, then the design stage returns to the

packaging structure design stage. When the criteria

have been met, the next step is toward the actual

design, which is the realization of operational real

products that are ready for mass production.

The final design of this packaging is basically a

cube that is cut off the front side (see Figure 8). The

beveled side of the piece is given a transparent

material so that buyers can see its contents. This gives

the buyer certainty of the condition of the product to

be purchased. The length, width and height of

packaging are 17 cm, 14 cm and 18 cm, respectively,

and is capable of accommodating 38 gabin biscuit.

The system opening of the packaging is on the

front side, and from the bottom to the top. When the

position is opened, the packaging can show the

contents and the layout of the contents. So that the

packaging also acts as a container to display the

contents or as a display case.

The colors used are identical to Samarinda

tradition, namely red, black and white. These colors

are taken from the colors of the Samarinda Sarong

with Hatta striped motifs. This type of Samarinda

sarong weaving motif was established as the identity

of the City of Samarinda starting in 2013

(Rifayanti,

Kristina, Doni, Setiani, & Welha, 2017). It was

inaugurated by the Minister of Education and Culture

as a cultural work Sarong Weaving of Samarinda as

an object of Indonesian cultural heritage from the

Province of East Kalimantan 2016 determined with

registration number 2016000401 dated January 1,

2016 (WBTB, 2016). The motivebox-shaped, with

large and small variative sizes forming plots

intersecting each other (Samsir & Nurwati, 2018)

applied to the side of the packaging.

The illustrations shown are taken from the icons

of Samarinda which after being analyzed can show

the identity of Samarinda, because not all of them can

be displayed in packaging. Namely the twin bridges

(Mahkota 4) bridge, pesut fish, Mahakam river, gabin

biscuit, tambangan ships, and the motif of the

samarinda sarong. The illustration depicting East

Kalimantan is shown as Samarinda's position in the

area, namely the Dayak shield and the tendril motif.

Packaging and product information is displayed

via text. Namely the type of gabin biscuit, nutritional

A Trial Study on Samarinda Identity Element Extraction for the Development of Cake Packaging Design

409

content, information on the industry of the maker,

contact person, filling capacity, barcode and the

several standards it fulfils.

The packaging of this product is a secondary

packaging. As it accommodates the gabin biscuits

which are wrapped in plastic. As the secondary

packaging, its main function is as a display of

products in the storefront with an attractive shape as

a point of view, so that it increases the possiblility of

attracting the attention of consumers,and in turn, this

expected to influence their choice in purchasing the

traditional snack

A limitation of the test results from the field is

caused by the fact that, the product is displayed

together with other products. However, the results of

interviews with sellers, consumers indicate that they

are interested in the packaging because of the shape

of the packaging and its graphic appearance. The

packaging is thus expected to influence consumers

choice purchasing the products. Consumers also able

to get information from the packaging. Including the

type of gabin cake, nutritional content, filling

capacity, information about the producer, expiration

time and standardization owned.

Figure 8: Prototype product.

4 CONCLUSIONS

From the results of observations in the field, the

existing gabin biscuit packaging needs development.

As a traditional cake, the packaging needs to be

developed according to the times without removing

its original identity, so that it can be used as a souvenir

from the Samarinda area for visitors who go there.

The result of this process is that students are able

to design packaging with directed stages. Students are

able to implement their computer application skills,

namely AutoCAD, CorelDRAW, Adobe Illustrator

and Adobe Photoshop in working on real products.

The design packaging received a positive

response from buyers, from its shape and graphics so

that it influenced consumer selection to choose it. So

that the results of this design can be used to help

industry players (UMKM) in increasing their

production.

ACKNOWLEDGEMENTS

The authors wish to express their utmost appreciation

and gratitude to Politeknik Negeri Samarinda, and

Universiti Teknologi Malaysia (UTM) for the facility

and access to conduct this study.

REFERENCES

Alys. (2018). Bikin Rindu! Yuk Bikin Kue Gabin Tape,

Cemilan Sederhana di Masa Kecil. Retrieved from

Bikin Rindu! Yuk Bikin Kue Gabin Tape, Cemilan

Sederhana di Masa Kecil.html

Edward, B. R. W. (2020). Pengaplikasian Modul

‘ATUMICS’ Pada Bidang Desain Industri Furnitur

Rotan The Implementation of ‘ATUMICS’ Module

Method in Rattan Furniture Design Industry. Retrieved

from

https://binus.ac.id/bandung/2020/12/pengaplikasian-

modul-atumics-pada-bidang-desain-industri-furnitur-

rotan-the-implementation-of-atumics-module-method-

in-rattan-furniture-design-industry/

?_ga=2.252074505.1014946349.1619367811-

525265346.1619367811#search

Hadi, F., & Ristawati, R. (2020). Pemindahan Ibu Kota

Indonesia dan Kekuasaan Presiden dalam Perspektif

Konstitusi. Jurnal Konstitusi, 17, 28. doi:

10.31078/jk1734

Hamlin, R. P., Gin, M., Nyhof, F., & Bogue, J. (2017).

Package graphic design development: an experimental

test of the validity of focus groups as a consumer

research input. British Food Journal, 119(9), 1953-

1968. doi: 10.1108/bfj-09-2016-0428

Hartanti, M., Nurviana, N., & Lukman, C. C. (2019). The

Development of Tools for Designing the Local

Characteristic Food Packaging Based on Digital

Applications as an Attempt to Accelerate Education.

Paper presented at the 3rd International Conference on

Learning Innovation and Quality Education, Solo.

https://www.atlantis-press.com/proceedings/icliqe-19/

125933568

Kao, J. C. M., Cui, Y. M., Ren, X. G., & Sung, W. P. (2016).

The innovative application studty on eco-packaging

iCAST-ES 2021 - International Conference on Applied Science and Technology on Engineering Science

410

design and materials. MATEC Web of Conferences, 63.

doi: 10.1051/matecconf/20166303002

Liulianto, F. A., Tanudjaja, B. B., & Salamoon, D. K.

(2017). Perancangan Buku Interaktif Pengenalan

Camilan dan Jajanan Lokal. 10. Retrieved from

https://docplayer.info/52711250-Perancangan-buku-

interaktif-pengenalan-camilan-dan-jajanan-lokal-khas-

samarinda-untuk-anak-usia-6-12-tahun.html

Margono, S. (2018). Upaya Meningkatkan Daya Tarik

Produk Makanan Dan Minuman Oleh-Oleh Di Tempat

Destinasi Wisata Melalui Kajian Tanda Pada Desain

Kemasan. Jurnal Widyakala, 5(8), 11. doi:DOI: https://

doi.org/10.36262/widyakala.v5i1.102

Mukhtar, S., & Nurif, M. (2015). PERANAN

PACKAGING DALAM MENINGKATKAN HASIL

PRODUKSI TERHADAP KONSUMEN. Jurnal

Sosial Humaniora, 8, 11. doi: https://dx.doi.org/

10.12962/j24433527.v8i2.1251

Nugraha, A. (2010). TRANSFORMING TRADITION

FOR SUSTAINABILITY THROUGH ‘TCUSM’

TOOL. SYNNYT, 3, 17. Retrieved from https://

research.aalto.fi/en/publications/transforming-

tradition-for-sustainability-through-tcusm-method

Oleh-Oleh Khas Samarinda. (2020). Retrieved from 11

Oleh-Oleh Khas Samarinda Paling Populer _ Republik

SEO.html

Province, B.-S. o. K. T. (2016). Kalimantan Timur in

Figures. Samarinda: CV. Sekar Mulya.

Putra, B. (2019). Menyusuri Calon Ibu Kota Baru di

Penajam Paser Utara (4-Habis). Retrieved from

https://www.jawapos.com/nasional/01/09/2019/menyu

suri-calon-ibu-kota-baru-di-penajam-paser-utara-4-

habis/

Rifayanti, R., Kristina, G., Doni, S. R., Setiani, R., &

Welha, T. P. (2017). FILOSOFI SARUNG TENUN

SAMARINDA SEBAGAI SIMBOL DAN

IDENTITAS IBU KOTA KALIMANTAN TIMUR.

Psikostudia: Jurnal Psikologi, 6, 11. doi: http://

dx.doi.org/10.30872/psikostudia.v6i2.2373

Samarinda, P. K. (2016). Rencana Pembangunan Jangka

Menengah Daerah 2016-2021. Samarinda.

Samodro. (2018). Upaya Meningkatkan Daya Tarik Produk

Makanan Dan Minuman Oleh-Oleh Di Tempat

Destinasi Wisata Melalui Kajian Tanda Pada Desain

Kemasan. Widyakala, 5(1), 11. doi: https://doi.org/

10.36262/widyakala.v5i1.102

Samsir, & Nurwati. (2018). PELESTARIAN SENI

BUDAYA MELALUI HOME INDUSTRY TENUN

SAMARINDA: PERSPEKTIF SEJARAH ISLAM. el

Buhuth: Borneo Journal of Islamic Studies, 1, 11. doi:

https://doi.org/10.21093/el-buhuth.v1i1.1328

Sutrisno, A. (2020). Transforming the Traditional Engklek

Game Using ATUMICS Method. KnE Social Sciences,

11. doi: 10.18502/kss.v4i12.7638

Tambunan, S. R. (2016). Peran Kemasan Snack dalam

Membangun Hubungan Emosional dengan Konsumen.

Jurnal Pendidikan Ilmu Ilmu Sosial, 8(4), 8. doi:

https://doi.org/10.24114/jupiis.v8i1.5113.g4532

WBTB, a. (2016). Sarung Tenun Samarinda. Retrieved

from https://warisanbudaya.kemdikbud.go.id/

?newdetail&detailTetap=401

Yana, D., Dienaputra, R. D., Suryadimulya, A. S., &

Sunarya, Y. Y. (2020). Budaya Tradisi sebagai Identitas

dan Basis Pengembangan Keramik Sitiwinangun di

Kabupaten Cirebon. Panggung, 30(3), 17. doi: http://

dx.doi.org/10.26742/panggung.v30i2.1045

Yu, W., & Sinigh, P. (2021). Application of CAD in

Product Packaging Design Based on Green Concept.

Computer-Aided Design and Applications, 19(S2), 124-

133. doi: 10.14733/cadaps.2022.S2.124-133

A Trial Study on Samarinda Identity Element Extraction for the Development of Cake Packaging Design

411