A Comparative Study of Visual Composition: Jamu Buyung Upik Packaging Design 1990 and 2019
DOI:
https://doi.org/10.30998/ccrxav70Keywords:
Jamu Herbal Medicine; Packaging Design; Visual Composition; Indonesian cultural heritage; Design PerspectiveAbstract
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.
Downloads
References
Akhodza Khiyaaroh, & Atik Triratnawati. (2021). Jamu: Javanese Doping During the Covid-19 Pandemic. Indonesian Journal of Medical Anthropology, 2(2), 92–98. https://doi.org/10.32734/ijma.v2i2.6385
Bhargawa, I. N. B., Udayana, A. A. G. B., & Artawan, C. A. (2022). Perancangan Ulang Identitas Visual Untuk Brand Tetuek Sangmong Di Denpasar. Amarasi: Jurnal Desain Komunikasi Visual, 3(02), 192–204. https://doi.org/10.59997/amarasi.v3i02.1685
Biro Kerja Sama dan Hubungan Masyarakat. (2024). Peringati Hari Jamu Nasional Ke-16: BPOM Gelar FGD, Dorong Pengembangan OBA Menjadi Fitofarmaka. BADAN POM. https://www.pom.go.id/berita/peringati-hari-jamu-nasional-ke-16-bpom-gelar-fgd-dorong-pengembangan-oba-menjadi-fitofarmaka#:~:text=Memperingati Hari Jamu Nasional ke,2024 dengan menghadirkan serangkaian kegiatan
Deva, I. M. P. I., Trinawindu, I. B. K., & Dewi, A. K. (2020). Kampanye Gerakan Ayo Ke Museum Yadnya Melalui Desain Komunikasi Visual Oleh Dinas Kebudayaan Kabupaten Badung. Amarasi: Jurnal Desain Komunikasi Visual, 1(02), 192–202. https://doi.org/10.59997/amarasi.v1i02.43
Elkhattat, D., & Medhat, M. (2022). Creativity in packaging design as a competitive promotional tool. Information Sciences Letters, 11(1), 135–148. https://doi.org/10.18576/isl/110115
Gondokesumo, M. E., Budipramana, K., & Aini, S. Q. (2022). Study of Jamu as Indonesian Herbal Medicine for Covid-19 Treatment. Proceedings of the 2nd International Conference on Contemporary Science and Clinical Pharmacy 2021 (ICCSCP 2021), 40(Iccscp). https://doi.org/10.2991/ahsr.k.211105.034
Hefira, V. (2024). Exploring Educational Media on Indonesian Studies for Third-Culture Kids’ Identity Development. Ultimart: Jurnal Komunikasi Visual, 17(2), 192–204. https://doi.org/https://doi.org/10.31937/ultimart.v17i2.3909
Herna, L. (2020). Analysis of the Effect of Microinteraction in Instagram Application on the Users. Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020), 114. https://doi.org/10.2991/assehr.k.201202.063
Kemalasari, R. (2024). Perancangan desain karakter “buyung dan upik” sebagai upaya mengajarkan kesetaraan gender untuk anak usia dini. Journal of Animation and Games Studies, ISI Yogyakarta, 10(2), 163–178.
Kusumaningtyas, E. A., & Sihombing, R. M. (2021). Designing Picture Book about The Javanese Vocabulary through Lift a Flap for Children 4-5 Years Old. ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and Design (ICON-ARCCADE 2021).
Mahatmi, N., & Medyasepti, F. (2024). Perancangan Website Penunjang Bahan Pelengkap Study Tour Siswa Sekolah Menengah Di Museum Bank Indonesia Nadia. Gestalt : Jurnal Desain Komunikasi Visual, 6(1), 21–32. https://doi.org/https://doi.org/10.33005/gestalt.v6i1.191
Moersid, R., & Faiz, A. (2024). Peranan Desain Kemasan Produk Dalam Meningkatkan Pemasaran Usaha Mikro Kecil Menengah (Umkm) Pada Program Bedah Desain Kemasan 2023-Batch 14, Semarang (Bedakan). AMARASI: JURNAL DESAIN KOMUNIKASI VISUAL, 5(1), 67–81. https://jurnal2.isi-dps.ac.id/index.php/amarasi/article/view/2982
Murdiyanto, E. (2020). Metode Penelitian Kualitatif (Teori dan Aplikasi disertai Contoh Proposal). In Yogyakarta Press. http://www.academia.edu/download/35360663/METODE_PENELITIAN_KUALITAIF.docx
Nugrahani, T. A., Dianasari, D., & Amalia, K. N. (2023). Implementasi Design Thinking Pada Perancangan UI/UX Aplikasi Pemesanan Jamu Berbasis Mobile. Jurnal Cakrawala Ilmiah, 3(Vol. 3 No. 3: Nopember 2023), 889–900. https://bajangjournal.com/index.php/JCI/article/view/6927
Prasetyo, M. E., Sitompul, G. I., & Surawi, J. (2023). Analisis Visual Komposisi dan Editing Pewarnaan Film Dokumenter Badut Balik Tawa. Jurnal Sense, 6(1), 3.
Putra, G. L. A. K., Pramayasa, I. M. H. M., & Yasa, G. P. P. A. Y. (2023). Penggunaan Semiotika Dalam Film Animasi “Singa Dan Tikus” Yang Ditujukan Untuk Anak-Anak. Amarasi: Jurnal Desain Komunikasi Visual, 4(01), 29–36. https://doi.org/10.59997/amarasi.v4i01.1909
Rizkavirwan, D., & Tirtadarma, E. (2022). Personal Branding on Instagram: Visual Framing Analysis on the West Java Governor Candidates Online Campaign. Idealogy Journal, 7(1), 1–7. https://doi.org/https://doi.org/10.24191/idealogy.v7i1.325
Satria, T. G., Priyanto, R. R., Isadora, Z., & Azzahra, Y. Q. (2022). Casual game design to introduce jamu. Procedia Computer Science, 216(2022), 557–564. https://doi.org/10.1016/j.procs.2022.12.169
Spence, C., & Van Doorn, G. (2022). Visual communication via the design of food and beverage packaging. Cognitive Research: Principles and Implications, 7(1). https://doi.org/10.1186/s41235-022-00391-9
Sumarni, W., Sudarmin, S., & Sumarti, S. S. (2019). The scientification of jamu: A study of Indonesian’s traditional medicine. Journal of Physics: Conference Series, 1321(3). https://doi.org/10.1088/1742-6596/1321/3/032057
Tilaar, Dr. M. (2014). The Power of Jamu (I. Hardiman, Ed.). PT. Gramedia Pustaka Utama. https://books.google.co.id/books?id=S-y1EAAAQBAJ&lpg=PP1&ots=Ce9qYxsfAz&dq=jamu simbol hubungan harmonis tersebut%2C sekaligus memperkuat identitas Indonesia sebagai negara yang kaya akan keanekaragaman hayati dan tradisi&lr&hl=id&pg=PR2#v=onepage&q&f=fal
Tirtadarma, E., & Darmo, B. (2020). Analysis of Tokopedia Advertising #DirumahAjaDulu and Its Correlativity to Tokopedia Branding Position in Pandemic Era.
Umar, I. M., & Kawulur, J. N. B. (2022). Perancangan Buku Interaktif Digital Edukasi Rambu Untuk Anak Usia Dini. Ultimart: Jurnal Komunikasi Visual, 15(1), 90–106. https://doi.org/10.31937/ultimart.v15i1.2343
UNESCO Intangible Cultural Heritage. (2023). Jamu wellness culture. UNESCO Intangible Cultural Heritage,. https://ich.unesco.org/en/RL/jamu-wellness-culture-01972
Yoliando, F. T. (2020). A Comparative Study of Dyslexia Style Guides in Improving Readability for People With Dyslexia. Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020), 32–37. https://doi.org/10.2991/assehr.k.201202.050
Downloads
Published
Issue
Section
License
Copyright (c) 2026 vania
This work is licensed under a Creative Commons Attribution 4.0 International License.
