SUITABLE PACKAGING DESIGN: REBRANDING OF UKWA NA AKI INDIGENOUS SNACKS FOR MARKET VISIBILITY AND VIABILITY

Abstract This mixed-methods study explores the potential of strategic packaging design and branding to enhance the visibility and viability of indigenous Nigerian snacks, focusing on ukwa na aki, a traditional breadfruit and coconut delicacy. Through a combination of surveys, focus groups, and content analysis, the research examines the importance of preserving cultural significance, promoting nutritional benefits, and appealing to consumer preferences in the branding process. The findings highlight the significance of incorporating cultural elements into packaging design and branding strategies to create a strong brand identity that resonates with consumers, while emphasizing the potential marketability of indigenous snacks through a well-crafted marketing approach. This study offers valuable insights for businesses and marketers seeking to promote indigenous products in Nigeria and beyond, as well as contributing to the ongoing discourse on the preservation and celebration of cultural heritage through food and branding.