Regenerative Branding through Visual Communication Design: A Comparative Case Study of Local Wisdom Representation in Indonesian Brands
DOI:
https://doi.org/10.61978/harmonia.v4i3.1516Keywords:
regenerative branding, visual communication design, local wisdom, cultural identityAbstract
Visual communication design has become a strategic medium through which brands construct meaning, identity, and cultural narratives. Amid growing globalization, local cultural elements are often reduced to decorative symbols detached from their social and cultural significance. This study examines how visual communication design represents and communicates local wisdom within regenerative branding practices of Indonesian brands. While previous studies have explored regenerative design in architecture and product design, and branding research has focused on cultural identity and heritage, limited attention has been given to visual communication design as a regenerative branding strategy through local wisdom representation. This study addresses this gap through a qualitative comparative case study of three Indonesian brands across different sectors: SukkhaCitta (sustainable fashion), Javara (local food), and Utama Spice (natural body care). Data were collected through non-participatory observation of 24 visual communication items from official websites, product packaging, and social media platforms published between January and March 2026, analyzed using a descriptive-interpretive visual analysis framework. The findings reveal that each brand represents local wisdom through a distinct visual approach: SukkhaCitta emphasizes community-based production through artisan and textile imagery; Javara recontextualizes local food knowledge through biodiversity and indigenous ingredient narratives; and Utama Spice conveys philosophical values through botanical and sensory visuals rooted in Balinese cultural principles. These findings demonstrate that visual communication design functions beyond aesthetic representation, serving as a medium for regenerating cultural knowledge, practices, and values. Regenerative branding among Indonesian brands operates across three dimensions — practice-based, system-based, and value-based — each communicated contextually through visual design, affirming its strategic potential in sustaining local knowledge systems within the global marketplace.
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