Keberagaman kuliner nusantara mencerminkan identitas dan estetika budaya yang diwariskan lintas generasi. Namun modernisasi mengancam eksistensi panganan lokal, salah satunya Roti Koing khas Palembang, kudapan tawar bertekstur keras peninggalan era kolonial yang kini kurang diminati generasi muda. Popularitasnya kian menurun, ditambah kemasan yang masih berupa kantong plastik polos tanpa identitas visual maupun informasi produk. Perancangan ini bertujuan menghasilkan kemasan Roti Koing sebagai media komunikasi visual utama untuk memperkenalkan kembali nilai historis, tekstur khas, dan ritual penyajian tradisionalnya kepada generasi muda usia 15–25 tahun. Metode Design Thinking diterapkan melalui lima tahap, yaitu Empathize, Define, Ideate, Prototype, dan Test, dengan data dihimpun melalui wawancara, observasi, studi pustaka, dan kuesioner terhadap 150 responden. Big idea Cangkir dan Roti Koing diangkat dari ritual mencelupkan roti ke minuman hangat, diterjemahkan ke dalam logo, ilustrasi, tipografi, dan palet warna hangat khas Palembang. Hasil perancangan berupa sistem kemasan yang terdiri atas packaging utama, sachet bag besar sebagai wadah retail primer, serta packaging pendukung berupa hampers, paper cup, dan sachet bag kecil sesuai konteks konsumsi target audiens. Perancangan ini diharapkan menghidupkan kembali ketertarikan generasi muda sekaligus menjaga keberlangsungan warisan kuliner Palembang agar tidak punah tergerus zaman.
Kata Kunci : Desain Komunikasi Visual, Roti Koing, Kemasan Produk, Pelestarian Kuliner, Palembang.

ABSTRACT
Visual Communication Design for Traditional Snack Packaging
Roti Koing in Palembang

The culinary diversity of the Indonesian archipelago reflects a cultural identity and aesthetic passed down across generations. However, modernization threatens the existence of local foods, one of which is Palembang’s signature Roti Koing a plain, hard textured snack dating back to the colonial era that is now less popular among the younger generation. Its popularity continues to decline, compounded by packaging that remains a plain plastic bag lacking any visual identity or product information. This design project aims to create packaging for Roti Koing that serves as the primary visual communication medium to reintroduce its historical value, distinctive texture, and traditional serving rituals to the younger generation aged 15–25. The Design Thinking methodology was applied through five stages Empathize, Define, Ideate, Prototype, and Test with data collected through interviews, observations, literature reviews, and questionnaires administered to 150 respondents. The big idea the Cup and Roti Koing was inspired by the ritual of dipping the bread into a warm beverage, translated into a logo, illustrations, typography, and a warm color palette characteristic of Palembang. The design outcome is a packaging system consisting of primary packaging, a large sachet bag as the main retail container, and supplementary packaging such as gift baskets, paper cups, and small sachet bags tailored to the consumption contexts of the target audience. This design is expected to reignite the younger generation’s interest while preserving Palembang’s culinary heritage to prevent it from fading away with the passage of time.
Keywords : Visual Communication Design, Roti Koing, Product Packaging, Culinary Preservation, Palembang.