Waaron Kuu's Moralo Oa Branding by Shawn Goh Chin Siang

Waaron Kuu's Moralo Oa Branding by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2023 Moputso oa Boronse oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

BoronseKerafikhe· 2023

Waaron Kuu's Moralo Oa Branding

by Shawn Goh Chin Siang

Client: Hai Soon Leong Sdn.Bhd

Moputso oa Boronse oa A' Design Award Winner in Kerafikhe Category

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Verified Award Winner

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

Colors

The Design

About Waaron Kuu's Moralo Oa Branding

Waaron Kuu's ke sebaka sa thekiso ea lijo se emelang litso tse tšeletseng tse kholo tsa Malaysia. Ho totobatsa botle ka kakaretso ba lets'oao, Sehlopha se sebelisitse pherese e tebileng ho hatisa sebapali se seng le se seng sa setso le ho eketsa lipapali le liletsa tsa setso. Ba boetse ba sebelisa likarolo tse fapaneng tsa lehae ho khabisa lipapiso, tse behiloeng likhutlong tse fapaneng tsa reschorente le likotlolo le liphutheloana. Moralo ona ha o hlahise litso tse tšeletseng tse kholo tsa merabe ea Malaysia feela, empa o boetse o theha lets'oao le ikhethileng bakeng sa ntlo ea lijo.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Waaron Kuu's Moralo Oa Branding ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Waaron Kuu's Moralo Oa Branding e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Waaron Kuu's Moralo Oa Branding e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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.