The Taste of Heritage Lqehwa Tarurant by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2021 Tarbaḥt A' Design Award n Lfeṭṭa in Afeṣṣel n Ukemmus Competition Category.
LfeṭṭaAkemmus· 2021
The Taste of Heritage Lqehwa Tarurant
Client: Hai Soon Leong Sdn. Bhd
Tarbaḥt A' Design Award n Lfeṭṭa Winner in Akemmus Category
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The Design
About The Taste of Heritage Lqehwa Tarurant
Tasmekta tewwi-d sɣur uẓar n umsaɣ – takelxaṭ taylayt, i d-ttuzuzen seg tsuta ɣer tayeḍ. Akken ad ḥerzen yerna ad ǧǧen udem-nni, sufeɣ-d afaris 'Udem n Tirugza'. Yettekki daɣen d tacreḍt n turuft tamalazit, ihi ameẓlay yufa-d taneṭṭa n uḥraz n tirugza tadelsant, yernu tiktiwin n umsaɣ, yesdukel tadelsanin timeẓriyin n yegrawen yemgaraden deg ufeṣṣel iwakken aṭas n yemdanen ad fehmen tadelsant tamalazit yerna ad ɛeǧben s Teẓuri tamalazit.
The Recognition
About the Tarbaḥt A' Design Award n Lfeṭṭa
The Taste of Heritage Lqehwa Tarurant d amerbaḥ n Tarbaḥt A' Design Award n Lfeṭṭa, tagmat ɛlayen i yisnulfa yelhan, yeḥlan s waṭas. Imerbaḥen n Lfeṭṭa d isnulfa yelhan akk, yesɛan tmusni d tazmert. The Taste of Heritage Lqehwa Tarurant ad yili d asnulfu amaynut, yelhan, ad yeǧǧ ddunit tennuɣ.
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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