Client: Golden Chef
Job Scope: Packaging Identity
Golden Chef is releasing 4 pastes from authentic Singaporean dishes. Cultural heritage of Singapore needs to be emphasized on the packaging as it will be sold in NTUC Changi Airport. With the cultural look, it still needs to achieve a premium and luxurious branding position.
Shortlisted Idea
Cultural Illustration with Ingredient Sketches
This proposal has a modern layout due to its top shot photography. Singaporean patterns decorate around the dish, claiming it to be proudly local. Illustrated ingredients on the packaging adds a premium air around the packaging
Indian Dish- paisley patterns and cool, deep colours
Peranakan Dish- a mix of cool colours and floral patterns to convey the mix of heritage
Malay Dish- batik patterns against rich green background
Chinese Dish- florals on yellow background
