The Aesthethic of Heritage Design of Siropen Premium Packaging in Holding Sustainability of Typical Souvenirs of Surabaya

Abstract

Siropen is a typical syrup product of Surabaya that has been existed since 1923 and was founded by a Dutch named JC Van Drongelen. To improve marketing and increase brand awareness, in 2011-2012 the company created a new brand around the concept of heritage. As part of this it redesigned the packaging, which has subsequently been widely mentioned in media coverage as luxurious, elegant, and attractive because it has a wine-like packaging. This research aims to determine the aesthetic heritage of the package design of Siropen Premium as a reflection of typical souvenirs of Surabaya. This study used a qualitative descriptive approach. Data for visual analysis is obtained through observations of the packaging design of Siropen Premium with researchers as the main instrument. Supporting Data is obtained through interviews to designers and company marketing. Validation of the research results was done through triangulation with the interviews to two media experts. The results showed that the Siropen Premium packaging design had a good formalistic arrangement covering the alignment of visual elements (shapes, colors, typography, layouts), good proportions based on golden ratio, and the uniqueness of design aesthethic style. The interpretation of design concept shows the design of the Siropen Premium package supports the heritage concepts derived from the classical European style. The European style uses a Victorian design style that gives a vintage look, via symmetrical layouts and the use of gold, brown, and ivory colors. The heritage concept with Dutch European style on the packaging of Siropen Premium in advance can hold the heritage sustainability of the Dutch colonial era in Surabaya in the form of typical souvenirs and beverage of Surabaya.
 Keywords: packaging design, aesthetic, heritage, siropen