Courage 2.0 Таңгак Дизайны by Edmund Lim and Tony Ng

Courage 2.0 Таңгак Дизайны by Edmund Lim and Tony Ng is a highly esteemed winner of the very prestigious 2025 A' Design Award Алтын байгеси in Таңгактоо Дизайны Competition Category.

АлтынТаңгактоо· 2025

Courage 2.0 Таңгак Дизайны

by Edmund Lim and Tony Ng

Client: Detail Pte Ltd

A' Design Award Алтын байгеси Winner in Таңгактоо Category

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Verified Award Winner
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Colors

The Design

About Courage 2.0 Таңгак Дизайны

Минимализмдин күчү: негиздүү нерселерге кайрылуу. Таза сызыктардын, кеңири ак мейкиндиктин жана жөнөкөй типографиянын колдонулушу окууга жеңилдикти жогорулатуу менен бирге клиникалык ишенимдүүлүк сезимин жаратат. Тартипсиз элементтерсиз макет негизги маалыматтын: активдүү курамдардын, илимий артыкчылыктардын жана дерматологиялык сунуштамалардын көзгө түшүүсүнө мүмкүндүк берип, ишеним жана ачык-айкындуулукту өнүктүрөт. Түстүн динамикасын максималдаштыруу: жандуулукка жаңы мамиле. Дизайн таңгагы илимий ишенимдүүлүктү сактоо менен толук максималдаштырылган, динамикалуу жана жандуу түстөрдү колдонот. Көк же зумурут сыяктуу терең, бай түстөр дерматологиялык эксперттикти билдирет.

The Recognition

About the A' Design Award Алтын байгеси

Courage 2.0 Таңгак Дизайны – A' Design Award Алтын байгесинин жеңүүчүсү, биринчи класстагы, укмуштуудай жана көрүнүктүү дизайндарга берилген эң бедели жогору таануу. Алтын жеңүүчүлөр – өтө жаңычыл, көрөгөч, көз уялтырарлык жаркыраган чыгармалар, алар авторлорунун таланты, акылмандыгы жана чеберчилигин чагылдырат. Courage 2.0 Таңгак Дизайны эң жогору бааланган, тренд жараткан, монументалдуу ойлоп табуу болуп, теңдешсиз баалуулук берет деп күтүлөт. Бул Алтын байгени жеңген дизайн – искусство, илим, дизайн жана технологиянын чек араларын кеңейткен укмуштуудай, сыйлуу долбоор. Courage 2.0 Таңгак Дизайны катуу каалоо жаратат, ышкыны ойготот, чыгармачылыкка үндөйт жана арбайт.

Behind the Design

Press Kit

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

Unique Properties: The Power of Minimalism, Stripping Back to Essentials. The use of clean lines, ample white space, and subtle typography creates a sense of clinical authority while enhancing legibility.
A clutter-free layout allows key information, such as active ingredients, scientific benefits, and dermatological endorsements to stand out, fostering trust and clarity.

Maximizing Color Dynamism: A New Approach to Vibrancy. The design packaging leverages fully maximized, dynamic, and vibrant colors while maintaining scientific credibility.
Deep, rich tones such as navy or emerald convey dermatological expertise. Accents of gold, silver, or metallic foiling introduce an element of prestige without compromising clinical authenticity. The interplay of high-contrast colors, paired with negative space, enhances readability and visual appeal.
Dimensions & Packaging: ‎8 x 4.7 x 20 cm; 315 g
Production Technology: Design is printed on the transparent sticker with soft-touch matte finishes exude a luxurious, velvety feel, reminiscent of the smoothness one seeks in skincare results. Raised embossing or debossing offers a tactile cue to emphasize critical product details, reinforcing credibility and quality.
Design Challenge: Expertise and modernity in the packaging design transcend aesthetics. They shape perception, build trust, and elevate the entire haircare experience. Through minimalist layouts, sensorial elements, dynamic color strategies, and scientifically infused design, we crafted the packaging that not only captivates but also educates and reassures consumers.
Research: Packaging design has evolved from a simple method of protection and information delivery into an art form that encapsulates brand identity, expertise, and modernity. Today’s intelligent packaging design elevates both the aesthetic and functional aspects of a product, marrying innovation with clarity to create a unique consumer experience.

Contemporary packaging is the power of minimalism, stripping back to essentials. In an era inundated with visual clutter especially in the FMCG market, minimalism stands as a beacon of simplicity and elegance. A pared-down design not only eliminates distractions but also accentuates the product’s intrinsic qualities. This approach allows consumers to focus on what truly matters, resulting in a clean, impactful presentation that exudes confidence and sophistication. Minimalist packaging serves as a subtle yet potent statement, suggesting that quality need not be complicated to be compelling.

Sensorial Design: The packaging design is about engaging multiple senses, and this is where sensorial design comes into play. Engaging beyond the visual, textured finishes and embossed graphics can invite touch and curiosity, transforming the interaction into a multisensory journey. Such engagement not only elevates the brand experience but also builds a memorable connection with consumers, who appreciate the thoughtful interplay between design and functionality.

Maximizing Color Dynamism: an approach to vibrancy in the design. Color is a powerful tool that influences perception, emotions, and behavior. Dynamic color palettes are used strategically to attract attention, guide consumer experience, and reinforce brand identity. By experimenting with bold yet harmonious color combinations, we imbue packaging with energy, setting the product apart from competitors and resonating with a dynamic audience.

Incorporating dermatology and science cues is essential for crafting authority in design. A clinical yet appealing design that uses clean lines, neutral tones, and subtle scientific imagery communicates precision, trustworthiness, and expertise. The design choices reassure consumers about the product’s reliability and efficacy, effectively blending the art of visual storytelling with the rigor of scientific principles.

Ultimately, the design embodies a fusion of art and science, in harmonizing expertise, minimalism, sensorial engagement, and vibrant color dynamics. It is a holistic approach that transforms ordinary packaging into an experience that is modern, engaging, and authoritative.
Inspiration: Dermatology, this is the design direction for this project. This exploration delves into the art of minimalist layouts, sensorial design elements, dynamic color strategies, and the infusion of dermatology and scientific cues, culminating in a packaging experience that resonates with consumers at both an intellectual and emotional level.
Project Duration: The project started in October 2024 and finished in October 2024 and was launched in the Indonesia Market on January 2025.
Team Members: Creative Director: Edmund Lim
Senior Designer: Tony Ng