The Taste of Heritage Instant Coffee by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2021 Silver A' Design Award in Packaging Design Competition Category.
SilverPackaging· 2021
The Taste of Heritage Instant Coffee
Client: Hai Soon Leong Sdn. Bhd
Silver A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #123769The Design
About The Taste of Heritage Instant Coffee
The design was inspired by the client’s background – a family business, from generation to generation. In order to preserve and pass on the taste, the product ‘The Taste of Heritage’ was launched. It also serves as a symbol of Malaysian tourism, so the designer came up with the concept of preserving the cultural heritage, incorporating the client’s ideas, integrated the long-standing cultures of various ethnic groups into the design to make more people understand Malaysian culture and be enthusiastic about Malaysian Art.
The Recognition
About the Silver A' Design Award
The Taste of Heritage Instant Coffee is a Silver A' Design Award winner, an extraordinarily prestigious recognition granted to top-of-the-line, gorgeous, and impressive designs. Silver winners are tremendously brilliant and exceedingly creative works that illustrate the outstanding expertise, talent, and acuity of their designers. The Taste of Heritage Instant Coffee is expected to be a wonderful, showpiece work that is remarkably professional and profoundly innovative. This Silver A' Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. The Taste of Heritage Instant Coffee is a vastly envied creation that evokes desires, introduces positive feelings, and sparks amazement and wonderment.
Where to Get It
Award-Winning Packaging and Brand Design Services
We transform brands through culturally-rich design that tells authentic stories. Our Malaysian studio specializes in packaging design, brand identity, and visual communication that connects products with their heritage. From concept to production, we create distinctive designs that elevate your brand presence.
Request QuoteBehind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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. - Dimensions & Packaging
- 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
- Production 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.
- Design 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.
- Research
- 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.
- 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.
- Project Duration
- Project began in June 2020 and completed in August 2020, exhibited at Malaysia on first quarter in 2020.
- Operation Flow
- 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.
- Patents
- -
- Team Members
- Creative Director : Shawn Goh
Copywriter : Eric Liyao
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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