The Taste of Heritage Instant Coffee by Shawn Goh Chin Siang

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DESIGN DETAILS
DESIGN NAME:
The Taste of Heritage

PRIMARY FUNCTION:
Instant Coffee

INSPIRATION:
After having a deep understanding of the product, the designer instinctively associates the taste with the 3 main races, and realizes that it’s hard and rare to find any product which can perfectly represent Malaysia. We are experiencing the vanishing of cultural heritage. In order to preserve local cultural heritage, the designer combines the culture and art of each ethnic group with its authentic ethnic styles.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The packaging designs vary for its 3 flavours. The designer wants to present the vanishing local heritage in the designs. Different images are on both sides of the package: Peking Opera for Chinese culture; peacock for Indian and Wayang kulit for Malay. Each package shows precious cultural arts of respective ethnic groups with multicultural integration on the left. The unique Malaysian batik pattern is cleverly tied in with the overall design to complete its exclusive local taste.

OPERATION / FLOW / INTERACTION:
The product is a collaboration between the company and Pulau Langkawi Tourism Bureau, to promote the development of the local tourism. The designer hopes to make the place more well-known through the introduction of this aromatic local product to the international markets.

PROJECT DURATION AND LOCATION:
Project began in June 2020 and completed in August 2020, exhibited at Malaysia on first quarter in 2020.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The net weight of the 3 packaging is 450g. In consideration of the uniqueness of the style, the designer chose aluminum foil matt to match with the pantone colour used on the package. In order to reserve the aroma of coffee and to avoid the direct sunshine, aluminum foil glossy was used for the inner package.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The big packaging measures 24.9cm x 17.9cm x 7cm and the small one measures 4cm x 16.2cm

TAGS:
Malaysia, Malaysia Culture, Branding, Packaging Design, Coffee

RESEARCH ABSTRACT:
The designer discovered that certain precious cultural heritages of various ethnic groups are gradually vanishing. Arts that could be found everywhere are now nowhere to be found. For the sake of our future generations, he decided to preserve these cultural heritages so that the future generations can enjoy, benefit and learn from the legacy of the past. While searching for the information, he kept recalling his previous experience and restore it with drawings.

CHALLENGE:
Since the design concept of this project is about the Malaysian cultural heritage, plenty of vibrant colours would be applied and that had imposed difficulty on printing. However, as the saying goes, ‘where there’s a will, there’s a way.’ The designer managed to find a solution with the help of his partner.

ADDED DATE:
2021-03-23 08:56:14

TEAM MEMBERS (3) :
Creative Director : Shawn Goh, Copywriter : Eric Liyao and Packaging :Jayce Hee

IMAGE CREDITS:
Image #1: Shawn Goh Design Lab. Sdn Bhd., 2020.
Image #2: Shawn Goh Design Lab. Sdn Bhd., 2020.
Image #3: Shawn Goh Design Lab. Sdn Bhd., 2020.
Image #4: Shawn Goh Design Lab. Sdn Bhd., 2020.
Image #5: Shawn Goh Design Lab. Sdn Bhd., 2020.

CLIENT/STUDIO/BRAND DETAILS
NAME:
HAI SOON LEONG SDN. BHD.

PROFILE:
Hai Soon Leong Food Company, we are guided by three core values: Good Service with Timely Delivery of Top Quality Products which we uphold and live by. As such, we have become one of the major food suppliers of processed food ingredients for 50 years.

NOMINATION DETAILS

The Taste of Heritage Instant Coffee by Shawn Goh Chin Siang is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

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AWARD DETAILS

The Taste of Heritage Instant Coffee by Shawn Goh Chin Siang is Winner in Packaging Design Category, 2020 - 2021.



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