Visual rhetoric expression in shaping cohesive national identity through f&b packaging design

Packaging design functions as a critical medium for communicating visual messages. It helps to shape brand identity, convey cultural narrative and articulate national identity. Despite its significance, the relationship between culture and graphic design remains insufficiently explored. Effective visual design communication necessitates a comprehensive understanding of cultural context and distinctive visual characteristics. Semiotic provides an essential for interpreting culture symbols and enabling the articulation of national identity and fostering collective identity of unique Malaysia. It facilitates the communication of complex cultural value, belief and mutual respect among Malaysia’s ethnic group. This study aims to identify, interpret and examine the visual characteristic that facilitate meaningful multicultural expression. The empirical scope of the study focuses on Merdeka edition of F&B packaging design from 2007 to 2024. The three phase methodology was employed, including literature review, visual analysis, and semi-structured interviews with experts using qualitative methodology. The contribution of expertise in visual design, anthropology and sociology significantly contributes to the valuable data findings of the research study. The findings of this research establish a significant relationship between visual rhetoric and semiotics. It demonstrates the integrative role in constructing effective design strategies that communicate Malaysia’s multicultural identity. This interplay highlights the critical importance of inclusive visual representation in reflecting the diversity of each ethnic group. Addressing this gap will propose a conceptual framework for multicultural design expression that systematically articulates Malaysia’s cultural richness. The framework offers strategic insights for designers to develop meaningful, culturally responsive design practices. Ultimately, this research positions F&B packaging design as a powerful medium of visual communication that not only conveys symbolic meaning but also reinforces a shared Malaysian multi-ethnic identity.