Waaron Kuu's Branding Design by Shawn Goh Chin Siang |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Waaron Kuu's PRIMARY FUNCTION: Branding Design INSPIRATION: There are many restaurants that serve traditional food in Malaysia. However, the overall design theme with a symbolic representation of the culture in a restaurant is rare. In order to solve this problem, we first developed a distinctive brand name. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Waaron Kuu's is a brand named after the street food culture of Malaysia. It is also a restaurant that represents the 6 main ethnic cultures in Malaysia. In order to create a cohesive branding, each character design representing their respective culture uses a dark purple to express their cultural beliefs and values. Besides, traditional games, musical instruments and local cultural elements are used as decorations for the restaurant. A variety of paintings are placed in different corners of the restaurant too. From tableware such as bowls and plates to takeaway packaging, each consists of designs that represent the ethnic cultures in Malaysia. The overall design theme not only appeals to the customers but also creates a unique brand identity for the restaurant. OPERATION / FLOW / INTERACTION: The ingenuity behind the 2 walls is to provide an awe stricken experience to customers. As they pass through the passage, they will be amazed by the vibrant colours and illustrations on the walls. Furthermore, the uniform colours and patterns on the furniture and packaging will create a prominent impression on the customers. PROJECT DURATION AND LOCATION: The project started in September 2022 in Malaysia Kuala Lumpur. Soft Launch 1 January 2023 FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: In order to provide a different dining experience, a large amount of time was also spent on art curation within the restaurant. Custom artworks that highlight cultural significance are displayed on the wall, which will evoke a sense of awe from the customers. Besides, all materials used are recyclable. SPECIFICATIONS / TECHNICAL PROPERTIES: Big Can Label size are 23 x 7.5cm Small Can Label size are 20 x 5cm The lunch box A Packaging Box open size are 37 x 46cm lunch box B Packaging Box open size are 52.3 x 36.8cm and Name Card size are 8.5 x 5cm TAGS: Malaysia, Malaysia Food, Branding Design RESEARCH ABSTRACT: A good branding design not only solves a pain point in the market but also creates an integrated identity. Starting from corporate identity to packaging design, including tableware and food presentation, each shapes the perception of the brand’s visual identity. CHALLENGE: When executing our brand, The researched local restaurants with ethnic styles and visited each one to gain insight. However, The team faced the challenge of how to represent the cultures of the six major ethnic groups. After all, some cultures require in-depth understanding, such as the contemporary lifestyles and religious cultures of the ethnic groups. Only then can capture the essence of each culture in our illustrations and bring out their unique flavors. ADDED DATE: 2023-02-24 06:52:23 TEAM MEMBERS (1) : IMAGE CREDITS: All imagery copyrights Shawn Goh Design Lab. Sdn Bhd. PATENTS/COPYRIGHTS: waaron kuns, 2023 |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Hai Soon Leong Sdn.Bhd PROFILE: Hai Soon Leong Food Company, The company 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. |
| AWARD DETAILS | |
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Waaron Kuu's Branding Design by Shawn Goh Chin Siang is Winner in Graphics, Illustration and Visual Communication Design Category, 2022 - 2023.· Press Members: Login or Register to request an exclusive interview with Shawn Goh Chin Siang. · Click here to register inorder to view the profile and other works by Shawn Goh Chin Siang. |
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