Waaron Kuu's Dizajn Marke by Shawn Goh Chin Siang

Waaron Kuu's Dizajn Marke by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2023 Brončana nagrada A' Design Award in Dizajn Grafike, Ilustracije i Vizualne Komunikacije Competition Category.

BroncaGrafika· 2023

Waaron Kuu's Dizajn Marke

by Shawn Goh Chin Siang

Client: Hai Soon Leong Sdn.Bhd

Brončana nagrada A' Design Award Winner in Grafika Category

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Verified Award Winner

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Colors

The Design

About Waaron Kuu's Dizajn Marke

Waaron Kuu's je restoran koji predstavlja šest glavnih etničkih kultura Malezije. Kako bi istaknuli cjelokupnu ljepotu brenda, tim je upotrijebio tamnoljubičastu boju kako bi naglasio svaki kulturni karakter i dodao tradicionalne igre i instrumente. Također su koristili razne lokalne elemente za ukrašavanje ilustracija, postavljenih u različitim kutovima restorana te na posudama i pakiranjima. Dizajn ne samo da predstavlja šest glavnih etničkih kultura Malezije, već također stvara jedinstvenu sliku robne marke za restoran.

The Recognition

About the Brončana nagrada A' Design Award

Waaron Kuu's Dizajn Marke je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da Waaron Kuu's Dizajn Marke bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, znanosti, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. Waaron Kuu's Dizajn Marke sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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
Production 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.
Design 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.
Research: 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.
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.
Project Duration: The project started in September 2022 in Malaysia Kuala Lumpur. Soft Launch 1 January 2023
Operation Flow: 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.
Patents: waaron kuns, 2023
Image Credits: All imagery copyrights Shawn Goh Design Lab. Sdn Bhd.