Waaron Kuu's Imepụta Ika by Shawn Goh Chin Siang

Waaron Kuu's Imepụta Ika by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2023 Ihe Nrite A' Design Award nke Bronz in Nhazi Eserese, Ịse Ihe na Nkwurịta Anya Competition Category.

BronzEserese· 2023

Waaron Kuu's Imepụta Ika

by Shawn Goh Chin Siang

Client: Hai Soon Leong Sdn.Bhd

Ihe Nrite A' Design Award nke Bronz Winner in Eserese Category

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Colors

The Design

About Waaron Kuu's Imepụta Ika

Waaron Kuu bụ ụlọ oriri na ọṅụṅụ na-anọchite anya omenala agbụrụ isii nke Malaysia. Iji mee ka ọmarịcha mma nke ika ahụ pụta ìhè, Ndị otu ahụ na-eji akwa odo odo na-emesi àgwà omenala ọ bụla ike ma gbakwunye egwuregwu na ngwa ọdịnala. Ha na-ejikwa ihe dị iche iche dị n’ógbè ahụ chọọ ihe atụ ndị a mma, bụ́ ndị e debere n’akụkụ dị iche iche nke ụlọ oriri na ọṅụṅụ na n’efere na nkwakọba ihe. Nhazi ahụ abụghị nanị na-egosi omenala agbụrụ isii nke Malaysia kamakwa na-emepụta ihe oyiyi pụrụ iche maka ụlọ oriri na ọṅụṅụ.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Waaron Kuu's Imepụta Ika meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Waaron Kuu's Imepụta Ika ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Waaron Kuu's Imepụta Ika na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

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.