Cheong Kim Chuan



Design: Ellysha Syazana Binti Mohamed Azukarais
Project Type: Student Project
School: Limkokwing University of Creative Technology
Course: Professional Design (Visual Communication)
Tutor: Irene Tan
Location: Cyberjaya, Malaysia
Packaging Contents: Local Food-Biscuits, Dodols, Nutmegs, Cookies, Candies
Packaging Substrate / Materials: Sustainable Paper, Glass Bottle
Printing Process: Digital Printing

Cheong Kim Chuan (C.K.C) is a traditional Malaysia’s brand that has established its name for over 70 years. The authenticites and delicacies of C.K.C’s has connected many generations regardless age. Malays, Chinese, Indians and many other ethnic groups have lived together in Malaysia for generations. All these cultures have influenced each other, creating a truly Malaysian culture.

Therefore, the traditions-that-never-die in Malaysia is portrayed visually through illustrations that showing behind-the-scenes of food making. Practice of tradition is faded gradually over the years with the emerging of advanced technologies especially towards youth. By surfacing, ‘Practice of Tradition’ elements on the packaging, it will bring the nostalgic moment that has lost through time.

The combination of traditional and modern can be seen through the choice of illustration style. Flat design with grainy effect are applied to give contemporary yet classic feeling to the packaging. The usage of colour schemes are carefully chosen from the analysis of colour trends over the past few years. Vibrant and bright shows youth and excitement which are added value in the packaging.

What’s Unique?
Providing better experience to the consumers by having unique ways of opening the packaging