Malaysian Festive Packaging Collection
The inspiration comes from my recognition and understanding of the significance of this special festival to Malays same as Chinese New Year.“Balik kampung” (which means back to hometown) is a common theme, I was thinking “how” to induce new sparks out of a long-celebrated festival, without losing traditional sense. Therefore, i have conducted sufficient researches particularly on Malay culture in order to have an in-depth understandings all the related aspects of this culture of Malay society
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
As the name of this project suggests, Malaysian Festive Packaging Collection intends to convey the reminiscence of hometown during the annual Malay New Year Celebration, named “Hari Raya Aidilfitri”. ‘Kampung’ is a Native Malay word meaning “village”, as the hometown to many Malays in Malaysia.
OPERATION / FLOW / INTERACTION:
Initially, the client demanded for a much smaller packaging box to be carried around easily as a gift box. But personally I found that it was difficult to present the image of celebration and bring out the lively atmosphere of the festivity. A boxy package with different images on every side was finally made under my suggestion to the client. Plike blue and Antartic Snow Galaxy 280gsm were chosen to build up the whole box to make it harder and more durable, reflecting persistence and indomitable spirit of the believers during the holy month of fasting.
PROJECT DURATION AND LOCATION:
The project started in mid-March 2016 and was completed in mid-April on the same year, The final modification of the product was concluded and presented to the client in end of April 2016. The gift package was officially launched in end of May 2016, around two weeks before Ramadan (holy month of strict fasting) .
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
This packaging features a collapsible and foldable box with attached strings to allow it to be carried around conveniently. It can also be folded flat and stored away for next use.The outermost surface, Antartic Snow Galaxy 280 gsm makes the picture appeared to be darker in lustre. The company logo and the greeting of Aidilfitri wishes is gorgeously embossed with metallic Gold finishing which compliments perfectly on the premium surface of the box.
SPECIFICATIONS / TECHNICAL PROPERTIES:
9.1cm (thickness) x 25.5cm (height) x 29cm (width).
Malaysian Festive, Packaging Design, Malay Festival, Raya Packaging, Raya celebration, Hari Raya
In-depth researches and interviews were done in several ways to get a good grasp on the way the Malays celebrate Hari Raya in order to work better on the design. The packaging box is not only a gift set given to Malay people, but also serve as an educational material to enhance understanding of traditional culture of Malay people among all Malaysians. The outcome of this project provides a great opportunity in encouraging my art direction to be genuine, unique and innovative in presenting the essence of Malaysian Culture in a glance.
Traditional green colour was preferred by the clients as they were afraid that it would be hard to be accepted by their customers for Hari Raya. I used comparisons to impart new ideas to them, and persuasion was used to guide the them. I presented a sample that finally won over their trust to agree with the new packaging box with new design. All in all, the greatest challenge is to spend tremendous effort in guiding my client to realize the importance of the overall art direction towards promoting the new possibilities in presenting the very genuine phase of it’s culture.
TEAM MEMBERS (3) :
Designer: Goh Chin Siang, Copywriter: Tan Yee Ling and 3D modeling & animation : Yen Sir Mun
Creator : Goh Chin Siang
Photographer : Goh Chin Siang
Copyright ©2016 Goh Chin Siang. All rights reserved.