Waaron Kuu's Konsepsyon Mak by Shawn Goh Chin Siang

Waaron Kuu's Konsepsyon Mak by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2023 A' Design Award Bwonz in Grafik Competition Category.

BwonzGrafik· 2023

Waaron Kuu's Konsepsyon Mak

by Shawn Goh Chin Siang

Client: Hai Soon Leong Sdn.Bhd

A' Design Award Bwonz Winner in Grafik Category

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Verified Award Winner
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Colors

The Design

About Waaron Kuu's Konsepsyon Mak

Waaron Kuu's se yon restoran ki reprezante sis gwo kilti etnik nan Malezi. Pou mete aksan sou bote jeneral mak la, ekip la te itilize gwo koulè wouj violèt pou mete aksan sou chak karaktè kiltirèl e li te ajoute jwèt ak enstriman tradisyonèl yo. Yo menm tou yo te itilize divès eleman lokal yo dekore ilistrasyon yo, mete yo nan diferan kwen nan restoran an ak sou bòl ak anbalaj. Konsepsyon an pa sèlman prezante sis gwo kilti etnik nan Malezi, men tou kreye yon imaj mak inik pou restoran an.

The Recognition

About the A' Design Award Bwonz

Waaron Kuu's Konsepsyon Mak se yon ganyan A' Design Award Bwonz, yon rekonesans ki gen anpil prestij yo bay design ekselan ki make pa kreyativite, enjenyozite ak finès. Ganyan Bwonz yo se objè ki abil anpil e ki kreyatif nan fason ki frape, ki otantifye gwo eksperyans, imajinasyon ak debouyaj designer yo. Yo atann Waaron Kuu's Konsepsyon Mak pou se yon objè anpil moun estime, admire e renmen, ki pwofesyonèl e inovatè nan fason remakab. Design sa a ki ganyen A' Design Award Bwonz enkòpore pi bon pratik nan atizay, syans, design ak teknoloji, e li ekselan pou atansyon li bay detay. Waaron Kuu's Konsepsyon Mak satisfè bezwen yon fason espledid, li touche dezi, li chame santiman e li atire kiryozite.

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.