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Purpose: The main objective of this manuscript is to determine the typical icons of the city of Samarinda which will be applied in the visual appearance of traditional food packaging as souvenirs.

Theoretical framework: The function of packaging has evolved along with packaging developments and technology. From its initial function as a container, one of its functions is to display the identity of the region where the product comes from through its visual appearance.

Method: This research uses a mix method. Initial data was obtained from the questionnaire and then discussed through FGD involving experts in the fields of history, tourism and design. Next, it is processed with the NVivo application to illustrate the decision framework of the analysis results by coding the data according to a classification scheme that allows identification of regional icons that will be applied in packaging.

Findings: Samarinda traditional icons which were obtained would be displayed on the packaging. They are the religious, culinary, bahari and shopping tourism groups, which are revealed in the form of shopping tourism icons, fauna, typical motifs, taglines, religious tourism, marine tourism, natural tourism and infrastructure.