Preserving Cultural Heritage Through Innovative Packaging Design

Shawn Goh Chin Siang's Award-Winning Design Celebrates Malaysia's Diverse Heritage

The inspiration for the design came from the designer's deep understanding of the product and its cultural significance. Recognizing the gradual disappearance of cultural heritage, Goh decided to incorporate the authentic ethnic styles of Malaysia's three main races into the design. The result is a packaging that not only preserves but also celebrates the country's diverse cultural heritage.

What sets this design apart is its unique representation of the three main ethnic groups in Malaysia. The packaging for each of the three coffee flavours features an image representing a cultural art form: Peking Opera for Chinese culture, a peacock for Indian culture, and Wayang kulit for Malay culture. The Malaysian batik pattern is also cleverly incorporated into the design, completing the local taste.

The design was realized using aluminum foil matt to match the pantone colour used on the package. This choice not only enhances the design's uniqueness but also preserves the aroma of the coffee and protects it from direct sunlight. The inner package is made of aluminum foil glossy, further preserving the product's quality.

The design project, which began in June 2020 and was completed in August 2020, was a collaboration between the company and Pulau Langkawi Tourism Bureau. The aim was to promote local tourism by introducing this aromatic local product to international markets. The design serves as a symbol of Malaysian tourism, encouraging more people to understand and appreciate Malaysian culture and art.

In conclusion, Shawn Goh Chin Siang's innovative packaging design for 'The Taste of Heritage' instant coffee is a powerful example of how design can be used to preserve and promote cultural heritage. By incorporating elements of Malaysia's diverse cultural arts into the design, Goh has created a product that not only tastes good but also tells a story of the country's rich heritage.