Client: GIZ Cambodia
Project: Branding & Packaging Design for MSMEs
Location: Battambang, Banteay Meanchey, Siem Reap
Duration: October 2021 – January 2022
Project Overview:
The Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) initiated the MSME Development Support Program in Cambodia to assist micro, small, and medium enterprises (MSMEs) in improving their business competitiveness. The project aimed to develop branding and packaging solutions for MSMEs in the agriculture, food processing, and manufacturing sectors in Battambang, Banteay Meanchey, and Siem Reap.
Project Goals:
- Increase brand visibility and value for MSMEs.
- Standardize branding and packaging design systems.
- Equip MSMEs with necessary tools for further brand and packaging development.
- Help participants understand the importance of strong branding and packaging for market differentiation.
Scope of Work:
Mangrove Studio provided:
- Branding and packaging design for 23 MSMEs, covering approximately 50 products.
- Training for MSME owners on branding guidelines, packaging design, and sourcing suppliers.
- Ongoing individual coaching sessions for MSMEs to refine their branding and packaging strategies.
Challenges:
- COVID-19 Restrictions: Due to pandemic-related constraints, much of the training was conducted online, limiting hands-on activities and case studies.
- Time Constraints: The project’s timeline posed challenges in allowing in-depth training and coaching for each MSME.
- Information Gaps: Some MSMEs lacked critical information for packaging design, which required additional follow-up to complete designs effectively.
Results:
Despite challenges, the project successfully provided MSMEs with improved branding and packaging strategies, enabling them to stand out in competitive markets. MSMEs gained essential branding knowledge, and their newly designed packaging helped increase product visibility and trust among consumers.
Future Recommendations:
- Longer project duration for more comprehensive assessments.
- On-site training and more face-to-face coaching to better understand MSME needs.
- Further refinement of the branding and packaging process based on real-time assessments of MSME operations.
