PARTICIPATORY PROCESSES IN IDENTITY BUILDING FOR THE DEVELOPMENT OF A STINGLESS BEEKEEPING COMMUNITY ENTERPRISE GROUP AT THE FARMER SCHOOL

Abstract

This study aims to analyze the identity and design of product logos for the Community Enterprise Group of Stingless Bee Farmers at the Farmer School in Waeng District, Narathiwat Province. A qualitative research design was employed, with data collected from seven key informants, including the group leader, community enterprise members, civil society representatives, formal leaders, agricultural council officials, and network coordinators. Informants were selected through theoretical sampling, combined with participant observation. Data were analyzed using triangulation and inductive analysis to ensure validity and reliability. The findings reveal that the product identity can be categorized into two major dimensions: 1) The historical dimension of Waeng District, reflecting the community’s socio-cultural foundation, and 2) The developmental dimension of the Community Enterprise Group of Stingless Bee Farmers, which emerged from collective learning and shared knowledge development. The process of designing the product logo comprises four stages: 1) Brand naming, 2) Logo design, 3) Identity color determination, and 4) Packaging design. The design outcome resulted in a distinctive identity under the brand “Waeng,” signifying “Stingless bees of Waeng, honey for the people of Waeng.” This identity reinforces community pride and highlights the unique characteristics of the locality. Consequently, the “Waeng” brand packaging stands out from other stingless bee honey and general honey products in the market. Furthermore, the development of identity and brand logos not only enhances product value and strengthens market competitiveness but also promotes long-term recognition, economic empowerment, and sustainability for the community enterprise.