Design of Pawstory Indonesia Clothing Brand to Gain Awareness of Bali Local Dogs a Detailed Look of How Clothing Brand Works as Medium of Social Problem

  • Kristina Ayu Tjahjono Petra Christian University, Surabaya, Indonesia
  • Maria Nala Damajanti Petra Christian University, Surabaya, Indonesia
  • Luri Renaningtyas Petra Christian University, Surabaya, Indonesia
Keywords: bali local dogs; clothing brand; pawstory indonesia; lontar carcan asu


Bali Local Dogs are one of the original species from Bali island. Based on the journal of BMC Genomic Data, they have been existed since 12,000 years ago. They used to have an important role in Balinese culture. There are a traditional literature called Lontar Carcan Asu in which written related to the dogs character. The existence of Bali Local Dogs is now slowly decreasing valued by society. The purpose of this design is to to increase public awareness of Bali Local Dogs through clothing brand named Pawstory. The products such as t-shirt, bucket hat, tote bag, and dog scarf. It uses qualitative methods by collecting primary and secondary data. Primary data obtained by interviews, questionnaires, data regarding history Bali Local Dogs. Secondary data is from journals, literature, also documentation data of the Bali Local Dog. All data then analyzed using the 5W1H and SWOT methods. The results are obtained that it is important to increase public awareness for Bali Local Dogs. By introducing the character as the original dog from Bali. Thus, the existence of the Bali Local Dogs can be considered important because of its true nature they are living beings who need love and a proper life.