Waaron Kuu's Fa'ailoga Fa'ailoga by Shawn Goh Chin Siang

Waaron Kuu's Fa'ailoga Fa'ailoga by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2023 A' Design Award Apamemea in Mamanu Ata Fa'atusa Competition Category.

ApamemeaAta Fa'atusa· 2023

Waaron Kuu's Fa'ailoga Fa'ailoga

by Shawn Goh Chin Siang

Client: Hai Soon Leong Sdn.Bhd

A' Design Award Apamemea Winner in Ata Fa'atusa Category

13,130

Verified Award Winner

Verify Award Status for #149135

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Waaron Kuu's Fa'ailoga Fa'ailoga

O Waaron Kuu's o se faleaiga e fai ma sui o tu ma aganuu tetele e ono o Malaysia. Ina ia faʻamaonia le matagofie atoa o le faʻailoga, Na faʻaaogaina e le 'au le lanu viole e faʻamamafa ai uiga faʻale-aganuʻu taʻitasi ma faʻaopoopo i taʻaloga masani ma meafaifaʻaili. Sa latou fa'aogaina fo'i elemene eseese i le lotoifale e teuteu ai ata, tu'u i tulimanu eseese o le fale'aiga ma luga o ipu ma afifi. O le mamanu e le gata o loʻo tuʻuina atu ai le ono aganuʻu faʻaleaganuʻu tele a Malaysia ae faʻatupuina ai foi se faʻailoga tulaga ese mo le faleaiga.

The Recognition

About the A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Waaron Kuu's Fa'ailoga Fa'ailoga, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Waaron Kuu's Fa'ailoga Fa'ailoga e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Waaron Kuu's Fa'ailoga Fa'ailoga e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

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.