Efforts to make Balinese chocolate products of IKM sector as souvenirs for tourists require branding strategy to improve the image of the product in the minds of the target audience. Branding strategies conducted through designing of logo as a brand identity, packaging design as a media product appeal and POP (Point of Purchase) as a means of product promotion. The creative concept refers to the main idea of "Balinese Chocolate", by processing one of the potentials local Balinese culture in the form of Prada textiles and woven fabrics Pegeringsingan, which is applied to the packaging as a visual element to construct the attractiveness of Balinese chocolates.  Keywords: Branding, Strategies, Balinese, Chocolate, Textile

Artikel ini merupakan luaran penelitian terapan tahun ketiga, bertujuan untuk mengungkap penciptaan seni lukis kontemporer berbasis ikonografi relief Yeh Pulu. Penciptaan seni lukis dilakukan melalui dua tahap: analisis ikonografi untuk menemukan konsep, dan tahap penciptaan karya. Tahap analisis menggunakan teori ikonologi Panofsky melalui tiga tingkatan analisis: pra-ikonografi, analisis ikonografi, dan analisis ikonologi. Artikel ini mengedepankan pada analisis (interpretasi) ikonologis untuk menginvestigasi makna dari motif, simbol, dan alegori atas konteks budaya yang melekat pada objek analisis (D’Alleva, 2005). Interpretasi ini menemukan konsep metafora baru, yakni kepahlawanan orang-orang biasa. Pada praktik penciptaan seni lukis kontemporer, metafora dibentuk dengan tiga pendekatan estetik, yakni pembingkaian ulang, perombakan ulang, dan pemindahan ke ruang atau lokus global kontemporer. Artinya, figur ikonik relief Yeh Pulu dibingkai ulang dalam ruang lanskap baru, memindahkan yang kuno ke dalam konteks tata kehidupan masa kini, termasuk mobilitas pada ruang-ruang global.

Kajian ini merupakan skema penelitian terapan, yang bertujuan untuk mengungkap konsep multinarasi relief Yeh Pulu, Bedulu, Gianyar, Bali, sebagai basis penciptaan seni lukis kontemporer. Secara metodologis penelitian ini dilakukan dalam dua tahapan: penelitian lapangan (kajian atas narasi relief) berdasar perspektif ikonologi Panofsky, dan berikutnya penelitian eksperimen terkait penciptaan seni lukis kontemporer berdasar perspektif Sullivan dalam 'art practice as a research', yang menunjuk pada tiga tahap: eksperimen medium, bahasa visual, dan penyusunan konteks yang relevan. Berdasar kajian ikonologi, terutama tahap analisis ikonografi, ditemukan bahwa narasi relief Yeh Pulu bersifat multinarasi, yakni pahatan relief yang memiliki beragam jenis tema cerita, seperti praktik pertanian, berburu, meditasi, pesta, asmara, dan lain-lain. Kemudian konsep multinarasi dalam penciptaan seni lukis kontemporer, menjadi: (a) secara medium menggunakan multiteknik dan medium; (b) bahasa visual, menghadirkan berbagai adegan secara berulang, terpadu dan bahkan terkesan saling berlawanan; (c) konteks yang relevan, dengan memasukan ikon tokok-toko pahlawan dunia pop, seperti superman, superwomen, dan lain-lain. Secara ikonologis, bangunan visual yang mempertemukan adegan multinarasi relief Yeh Pulu dengan narasi kepahlawanan dunia pop, menjadi semakin menguatkan konsep multinarasi dalam membangun pesan kepahlawanan dunia sehari-hari dalam karya seni lukis kontemporer semakin berhasil. Penelitian ini melibatkan: Anak Agung Rai Remawa (pengumpul data), dan Ni Luh Desi In Diana Sari (fotografi dan layout).Kata kunci: multinarasi, relief Yeh Pulu, ikonologi, multiteknik dan seni lukis kontemporer.

The specific objective to be achieved in this research is to identify the characteristics of packaging design that is used to package a culinary ayam betutu in the city of Denpasar. Results of identification by the helpful to formulate criteria for packaging culinary design of/lyum Betutu, which can be used as a guide in creating innovative packaging design (Packaging Design Brief).This research is a qualitative descriptive study. Sources of data obtained through purposive sampling method performed by accidental sampling technique. Sampling is performed in the restaurant as a place selling Ayam Betutu which are spread throughout the city of Denpasar. Data collection techniques performed through observation, documentation and interview.The results achieved are the types of packaging used to pack a culinary of Ayam Betutu in the city of Denpasar. Collecting the results are determined based on the classification of materials, visual appeal, the appeal of practical and packaging criteria.Keywords: Packaging design, Ayam Betutu, Denpasar, Bali typical souvenirs.

The purpose of this design is to create the packaging design of Betutu Chicken as a special souvenir from Bali to tourists. This design is based on the problems that the design of the Betutu Chicken that is used as a souvenir does not meet the criteria. This design is done as a solution to the aforementioned problem by designing a package that is in accordance with the following cr iteria: 1). Stand Out, 2). Contents 3). Distinctive, 4). Suitable. The design processes are carried out through four stages, the first stage is idea and the second stage includes packaging design, graphic elements on the main display panel. Then proceed to the third st age Feasibility Phase which is a prototyping stage. The result is a prototype of packaging design of Betutu Chicken using environmentally friendly natural material shaped like a full shopping bag with handles. Making it easier for consumers to carry. The result of this design can be used by a restaurant that serves Betutu Chicken culinary as one alternative packaging design for packing Betutu Chicken as a unique Balinese souvenir and the packaging can also be reused.