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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
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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.
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| CLIENT/STUDIO/BRAND DETAILS |
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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.
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| COMMENTS |
| Giulia Esposito |
Comment #14135 on December 27, 2022, 6:10 pm |
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What an outstanding packaging design! "The Taste of Heritage" is truly innovative, with a well thought-out concept and eye-catching visuals. The combination of modern styling with a traditional touch truly stands out and makes for an incredibly memorable design. It's a great example of how the past can be interpreted in an exciting and inspiring way. I'm thoroughly impressed with the level of detail and skill that has gone into creating this work. It's a beautiful piece of packaging design that is sure to turn heads. Congratulations to Shawn Goh Chin Siang for winning this prestigious A' Design Award!
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| Paul Williams |
Comment #61993 on January 3, 2023, 11:02 pm |
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The Taste of Heritage is an amazing work that deserves to be celebrated! This award-winning packaging design truly captures the essence of Malaysian cultural heritage and preserves it for future generations to enjoy. The designer cleverly combines the cultural art of each ethnic group with its authentic ethnic style and uses vibrant colors to create a unique and exclusive local taste. The way the designer manages to find a solution with the help of his partner and chooses aluminum foil matt to match with the pantone colour used on the package is truly impressive. The Taste of Heritage is a great example of good design and definitely deserves the A' Design Award. Congratulations!
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| Paul Phillips |
Comment #72797 on January 4, 2023, 4:02 am |
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What an amazing achievement! It is truly inspiring to see a product design that celebrates local heritage, and does it in a way that is both eye-catching and meaningful. The use of cultural symbols from across Malaysia in the design is a great way to show unity and integration. It is especially impressive how the designer was able to cleverly incorporate the traditional Malaysian batik pattern into the overall design. It is a great example of creative packaging design that truly captures the essence of Malaysian culture.
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| Elena Petrenko |
Comment #76237 on January 4, 2023, 5:41 am |
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Shawn Goh Chin Siang's award-winning work is an inspiring packaging design that preserves local cultural heritage with its vibrant colours and exclusive Malaysian taste.
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| Adam Harris |
Comment #83063 on January 4, 2023, 9:55 am |
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I am absolutely delighted to see such a fantastic work of design being awarded with an A' Design Award. The Taste of Heritage is an extraordinary example of a great packaging design that celebrates the unique culture of Malaysia and its heritage. The vivid colours and intricate details of the package design truly captures the heart and soul of each ethnic group, bringing them together in a beautiful amalgamation. The research and effort that has gone into this work is clearly evident and I believe it is a great success and a wonderful way to preserve the vanishing cultural heritages of Malaysia. Congratulations to the designer for winning this prestigious award for such an inspiring piece of work!
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| Chloe Turner |
Comment #89573 on January 4, 2023, 3:59 pm |
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It's wonderful to see a product that celebrates the cultural heritage of Malaysia. The Taste of Heritage is an instant coffee that captures the essence of the three main races in Malaysia through its packaging design. The designer managed to combine the culture and art of each ethnic group with its authentic ethnic styles, creating a beautiful and meaningful design. This is not only visually stunning but also helps to preserve the local cultural heritage. It's a great example of how design can be used to create something meaningful and memorable. Congratulations to the designer for creating such an innovative and inspiring work!
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| Mark Allen |
Comment #91356 on January 4, 2023, 5:58 pm |
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This award-winning work is truly exemplary, showcasing the unique cultural heritage of Malaysia in an inspiring and creative way. The designer has successfully combined the vibrant colors of the different ethnic groups' traditional arts with an exclusive local taste. The use of aluminum foil matt and glossy was also a clever way to preserve the aroma of the coffee and avoid direct sunshine. Congratulations to the designer for their excellent work!
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| Elisabeth Clark |
Comment #92625 on January 4, 2023, 7:23 pm |
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I'm absolutely delighted to see the success of The Taste of Heritage! Shawn Goh Chin Siang has created an outstanding piece of design that reflects the cultural heritage of Malaysia with its unique packaging designs for each of the 3 flavors. It's truly inspiring to see the fusion of authentic ethnic styles and precious cultural heritages of the various ethnic groups, and the fact that Shawn Goh Chin Siang put in so much research to truly understand and preserve the legacy of the past. This is a work of art that is truly worthy of the A' Design Award, and I'm honored to have been able to appreciate such a wonderful piece of design.
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