The Taste of Heritage O Café Instantâneo by Shawn Goh Chin Siang

The Taste of Heritage O Café Instantâneo by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2021 A' Design Award de Prata in Design de Embalagem Competition Category.

PrataEmbalagem· 2021

The Taste of Heritage O Café Instantâneo

by Shawn Goh Chin Siang

Client: Hai Soon Leong Sdn. Bhd

A' Design Award de Prata Winner in Embalagem Category

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Verified Award Winner

Verify Award Status for #123769

View at A' Design Award Press Release Award Badge

Colors

The Design

About The Taste of Heritage O Café Instantâneo

O design foi inspirado na trajetória do cliente – uma empresa familiar, de geração em geração. Com o objetivo de preservar e transmitir o sabor, foi lançado o produto ‘O Sabor do Patrimônio’. Também serve como um símbolo do turismo da Malásia, por isso o designer surgiu com o conceito de preservar o património cultural, incorporando as ideias do cliente, integrou as culturas de longa data de vários grupos étnicos no design para fazer com que mais pessoas entendessem a cultura da Malásia e fique entusiasmado com a arte da Malásia.

The Recognition

About the A' Design Award de Prata

The Taste of Heritage O Café Instantâneo conquistou o A' Design Award de Prata, um reconhecimento extraordinariamente prestigiado atribuído a designs de topo de gama, deslumbrantes e impressionantes. Os vencedores da Prata são obras tremendamente brilhantes e extremamente criativas que ilustram a perícia, o talento e a acuidade excecionais dos seus designers. Espera-se que The Taste of Heritage O Café Instantâneo seja uma obra maravilhosa e de referência, notavelmente profissional e profundamente inovadora. Este design vencedor do A' Design Award de Prata é uma invenção muito notável e admirada, que beneficia e faz avançar as fronteiras da arte, da ciência, do design e da tecnologia. The Taste of Heritage O Café Instantâneo é uma criação imensamente invejada que desperta desejos, traz sentimentos positivos e faz nascer espanto e deslumbramento.

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.