The Taste of Heritage Le Café Instantané by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Argent in Design d'Emballage Competition Category.
ArgentEmballage· 2021
The Taste of Heritage Le Café Instantané
Client: Hai Soon Leong Sdn. Bhd
A' Design Award d'Argent Winner in Emballage Category
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- Verified Award Winner
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The Design
About The Taste of Heritage Le Café Instantané
Le design s'inspire du parcours du client – une entreprise familiale, de génération en génération. Afin de préserver et de transmettre le goût, le produit « Le goût du patrimoine » a été lancé. Il sert également de symbole du tourisme malaisien, c'est pourquoi le concepteur a proposé le concept de préservation du patrimoine culturel, en incorporant les idées du client, en intégrant les cultures de longue date de divers groupes ethniques dans la conception pour permettre à davantage de gens de comprendre la culture malaisienne et soyez enthousiasmé par l’art malaisien.
The Recognition
About the A' Design Award d'Argent
The Taste of Heritage Le Café Instantané est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. The Taste of Heritage Le Café Instantané est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. The Taste of Heritage Le Café Instantané est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.
Behind 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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