Keywords: Graphic Design, Branding, Visual Identity, Packaging Design, Banazel


This paper will explain the overall design process of Banazel’s visual identity, which consists of packaging design and digital media strategies. The brand’s name, Banazel, is a blending word of banana and pretzel, which explicitly presents the product itself. It is a stick-shaped hard pretzel primarily made from banana flour. Based on the description above, Banazel wants to be known as a healthier choice of snack to the audience while keeping its characteristics. The design process began with thorough research about the brand and product itself, continued with keyword choice, mood board, and visual alternatives to achieve the objections explained above. The key feature of the process was the simplification of product components’ shape to be applied to the overall visual identity. This paper highlights that visual identity design has a crucial part of the brand itself to communicate with the audience. Therefore, this paper can be a reference for the upcoming visual identity creative design process.

Author Biography

Brian Alvin Hananto, Universitas Pelita Harapan

Program Studi Desain Komunikasi Visual

Universitas Pelita Harapan

How to Cite
Gondo, N., & Hananto, B. (2020). BANAZEL VISUAL IDENTITY CREATIVE DESIGN PROCESS. Proceeding International Conference on Information Technology, Multimedia, Architecture, Design, and E-Business, 1, 253-258. Retrieved from
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