This literature review examines the expanding role of illustration in Malaysian food and beverage (F&B) branding, highlighting its impact on consumer engagement, cultural identity, and brand loyalty. Moving beyond aesthetic appeal, illustrations now function as emotional anchors, cultural storytellers, and economic opportunities for local artists. The review synthesizes emotional design, semiotics, and experience economy perspectives to show how illustrated branding influences consumer perceptions, supports sustainable practices, and transforms packaging and merchandise into collectible lifestyle artifacts. Case examples from Malaysian brands such as ZUS Coffee, Tealive, and Sometimesbyme illustrate how visual storytelling strengthens brand-consumer relationships across diverse demographics. Looking forward, the paper emphasizes the need for empirical research, evolving thematic exploration beyond current kawaii and cultural trends, and the integration of interactive technologies to ensure illustrated branding remains relevant, inclusive, and future-ready.
Shariff et al. (Thu,) studied this question.
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