Courage 2.0 Mamanu Afifiaga e Edmund Lim and Tony Ng

O le mamanu Courage 2.0 Mamanu Afifiaga e Edmund Lim and Tony Ng o se manumalo maualuga tele o le fa'ailoga mamalu 2025 A' Design Award Auro i le Vaega Tauva Mamanu Afifi.

AuroAfifi· 2025

Courage 2.0 Mamanu Afifiaga

na mamanuina e Edmund Lim and Tony Ng

Tagata Fa'atau: Detail Pte Ltd

Manumalo o le A' Design Award Auro i le Vaega Afifi

102,343

Manumalo Fa'ailoga Fa'amaonia

Fa'amaonia le Tulaga o le Fa'ailoga mo #168255

Asiasi i le Saite Va'ai i le A' Design Award Fa'asalalauga Pailesi o le Fa'ailoga

Lanu

Le Mamanu

E Uiga ia Courage 2.0 Mamanu Afifiaga

O le malosi o le faaitiitiga: o le toese'a i mea taua. O le fa'aaogaina o laina mama, avanoa pa'epa'e tele, ma tusitusiga vaivai e fatu ai se pule fa'afale ma'i ae fa'ateleina foi le faitau lelei. O se fa'atulagaga mama e mafai ai ona tulai ese mai fa'amatalaga autu: vaila'au galue, aoga fa'asaienisi, ma fa'amaoniga a fomai pa'upa'u, e atiina ai le fa'atuatua ma le manino. Fa'ateleina le malosi o lanu: o se auala fou i le pupula. E fa'aaogaina e le mamanu afifiaga lanu atoatoa fa'ateleina, malosi, ma pupula ae tausia pea le fa'atuatuaga fa'asaienisi. O lanu 'ato'ato e pei o le lanu moana loloto po'o le lanu meamata e fa'aalia ai le poto masani a fomai pa'upa'u.

Le Fa'ailogaina

E Uiga i le A' Design Award Auro

O le A' Design Award Auro na manumalo ai Courage 2.0 Mamanu Afifiaga, o se faamaoniga matuā mamalu e tuuina atu i mamanu o le tulaga muamua, matagofie ma maoaʻe. O ē manumalo i le Auro o galuega fou tele, matuā vaai i le lumanaʻi ma susulu e faaalia ai le atamai, le poto ma le tomai o tagata mamanu. E faamoemoeina Courage 2.0 Mamanu Afifiaga e avea ma mea fou e matuā vivii, e faatulaga ai uiga fou ma tetele, e tuuina mai ai se tau e leʻi iai muamua. O lenei mamanu na manumalo i le A' Design Award Auro o se galuega ofoofogia, ua faaaloalogia, e aogā tele ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Courage 2.0 Mamanu Afifiaga e fatuina ai lagona malosi o le manaʻo, faaosofia le tuinanau, faalauiloa le fatufatuaʻi ma faamalosia i tatou.

I Tua o le Mamanu

Pepa Fa'asalalau

Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.

Uiga Fa'apitoa: 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.
Fua & Fa'apipi'i: ‎8 x 4.7 x 20 cm; 315 g
Tekonolosi Gaosiga: 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.
Lu'itau o le Mamanu: 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.
Su'esu'ega: 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.
Fa'aosofia: 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.
Umi o le Poloketi: The project started in October 2024 and finished in October 2024 and was launched in the Indonesia Market on January 2025.
Sui o le 'Au: Creative Director: Edmund Lim
Senior Designer: Tony Ng