The Taste of Heritage Caife An Toirt by Shawn Goh Chin Siang

The Taste of Heritage Caife An Toirt by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2021 Duais Airgid A' Design Award in Dearadh Pacáistíochta Competition Category.

AirgeadPacáistíocht· 2021

The Taste of Heritage Caife An Toirt

by Shawn Goh Chin Siang

Client: Hai Soon Leong Sdn. Bhd

Duais Airgid A' Design Award Winner in Pacáistíocht Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About The Taste of Heritage Caife An Toirt

Ba é cúlra an chliaint a spreag an dearadh – gnó teaghlaigh, ó ghlúin go glúin. Chun an blas a chaomhnú agus a chur ar aghaidh, seoladh an táirge ‘The Taste of Heritage’. Feidhmíonn sé freisin mar shiombail de thurasóireacht na Malaeisia, agus mar sin tháinig an dearthóir suas leis an gcoincheap a bhaineann le caomhnú na hoidhreachta cultúrtha, ionchorprú smaointe an chliaint, chultúir fadbhunaithe na ngrúpaí eitneacha éagsúla a chomhtháthú sa dearadh chun tuiscint a fháil ar níos mó daoine ar chultúr na Malaeisia agus bí díograiseach faoi Ealaín na Malaeisia.

The Recognition

About the Duais Airgid A' Design Award

Bhuaigh an dearadh The Taste of Heritage Caife An Toirt Duais Airgid A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí ardchaighdeáin, álainn agus drámatach. Is saothair thar a bheith drithleacha agus an-chruthaitheach iad buaiteoirí Airgid a léiríonn saineolas, tallann agus géarchúis shármhaith a ndearthóirí. Táthar ag súil go mbeidh an dearadh The Taste of Heritage Caife An Toirt ina shaothar iontach, ina léiriú sampla, thar a bheith gairmiúil agus go domhain nuálach. Is aireagán an-suntasach, ionadmhuirthe é an dearadh seo a bhuaigh Duais Airgid A' Design Award a dhéanann leas do theorainneacha na healaíne, na heolaíochta, an deartha agus na teicneolaíochta agus a chuireann chun cinn iad. Is cruthú é an dearadh The Taste of Heritage Caife An Toirt a bhfuil formad mór leis, a mhúsclaíonn mianta, a thugann mothúcháin dhearfacha agus a adhnann iontas agus ionadh.

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.