Waaron Kuu's Idizayini Yokubeka Uphawu by Shawn Goh Chin Siang

Waaron Kuu's Idizayini Yokubeka Uphawu by Shawn Goh Chin Siang is a highly esteemed winner of the very prestigious 2023 Umklomelo Webhulonzi we-A' Design Award in Igrafikhi Competition Category.

IbhulonziIgrafikhi· 2023

Waaron Kuu's Idizayini Yokubeka Uphawu

by Shawn Goh Chin Siang

Client: Hai Soon Leong Sdn.Bhd

Umklomelo Webhulonzi we-A' Design Award Winner in Igrafikhi Category

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Colors

The Design

About Waaron Kuu's Idizayini Yokubeka Uphawu

I-Waaron Kuu's iyindawo yokudlela emele amasiko amakhulu ayisithupha e-Malaysia. Ukuze kugqanyiswe ubuhle bubonke bomkhiqizo, Ithimba lisebenzise okunsomi okujulile ukuze ligcizelele umlingiswa ngamunye wamasiko futhi lengeze imidlalo yamasiko nezinsimbi. Baphinde basebenzise izakhi zasendaweni ezahlukahlukene ukuhlobisa imifanekiso, ebekwe emakhoneni ahlukene wendawo yokudlela nasezitsheni nasemaphaketheni. Idizayini ayivezi nje kuphela amasiko ayisithupha amakhulu ezinhlanga zaseMalaysia kodwa futhi yakha isithombe esiyingqayizivele sendawo yokudlela.

The Recognition

About the Umklomelo Webhulonzi we-A' Design Award

Waaron Kuu's Idizayini Yokubeka Uphawu iwinile uMklomelo Webhulonzi we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo ephawulekayo eyehlukaniswa ukudala, ubuhlakani nobukhali bengqondo. Abawinile beBhulonzi yimisebenzi enobuchule obukhulu nedala ngokumangalisayo eqinisekisa isipiliyoni esibanzi, umcabango nobuhlakani babaklami babo. Waaron Kuu's Idizayini Yokubeka Uphawu ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo, enobungcweti obuphawulekayo nezinto ezintsha. Lo mklamo owinile uMklomelo Webhulonzi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu ebuciko, esayensi, ekuklameni nasebuchwepheshe futhi uhamba phambili ngenxa yokunaka kwawo imininingwane. Waaron Kuu's Idizayini Yokubeka Uphawu iyanelisa izidingo ngokumangalisayo, ithinta izifiso, iheha imizwa futhi ikhanga ukufuna ukwazi.

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.