The Taste of Heritage Ny Kafe Avy Hatrany by Shawn Goh Chin Siang

The Taste of Heritage Ny Kafe Avy Hatrany by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2021 A' Design Award Volafotsy in Famolavolana Fonosana Competition Category.

VolafotsyFonosana· 2021

The Taste of Heritage Ny Kafe Avy Hatrany

by Shawn Goh Chin Siang

Client: Hai Soon Leong Sdn. Bhd

A' Design Award Volafotsy Winner in Fonosana Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About The Taste of Heritage Ny Kafe Avy Hatrany

Ny famolavolana dia nalaina avy amin'ny fiavian'ny mpanjifa - orinasam-pianakaviana, hatramin'ny taranaka fara mandimby. Mba hitazomana sy hampita ny tsirony dia natomboka ny vokatra 'The Taste of Heritage'. Izy io koa dia tandindon'ny fizahan-tany Maleziana, noho izany ny mpamorona dia namorona ny foto-kevitra momba ny fiarovana ny lova ara-kolontsaina, mampiditra ny hevitry ny mpanjifa, mampiditra ny kolontsaina efa hatry ny ela amin'ny foko isan-karazany ao amin'ny famolavolana mba hahatonga ny olona hahatakatra bebe kokoa ny kolontsaina Maleziana sy mazotoa amin'ny Zavakanto Maleziana.

The Recognition

About the A' Design Award Volafotsy

Nandresy ny A' Design Award Volafotsy ny famolavolana The Taste of Heritage Ny Kafe Avy Hatrany, fankasitrahana malaza be omena ny famolavolana ambaratonga ambony, tsara tarehy ary mahavariana. Ny mpandresy Volafotsy dia asa mamirapiratra dia mamirapiratra ary mamorona dia mamorona izay maneho ny fahaizana, ny talenta ary ny fahamaotinan-tsain'ny mpamolavola azy. Andrasana ho asa mahagaga, ohatra tsara, mahay amin'ny asa ary vaovao amin'ny halalin-tsaina ny famolavolana The Taste of Heritage Ny Kafe Avy Hatrany. Ity famolavolana nandresy ny A' Design Award Volafotsy ity dia fikarohana miavaka be ary ankafizina izay mahasoa ary mampandroso ny sisintanin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia. Ny famolavolana The Taste of Heritage Ny Kafe Avy Hatrany dia famoronana mahazo fitaka be izay mamaly ny faniriana, mitondra fihetseham-po tsara ary mamelona fahagagana sy fahatalanjonana.

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.