WAH LOONG PROJECT
“A small and undeveloped town.” That’s how the young village head described Kampar, his town found in the state of Perak. This often overlooked sleepy town tells of a story rich in culture and history, especially through its main population of senior citizens and single mothers. With a huge heart and desire to do something for his people, came the birth of the Wah Loong Project - a community project inspired by the people’s love for baking local treats.
Concept
Most would go for a conservative design to represent a small town replete with historical charm and tradition. We, on the contrary, created a modern and bold illustration to portray its specialty to the world. Using a minimalist, straightforward design adorned with rich colours, it also portrays Kampar as simple, but most definitely not ordinary. To celebrate brave women coming from traditional backgrounds stepping out to make a living, the colour blue perfectly symbolises their femininity and boldness - worthy of one’s respect. Not neglecting the practicality of the packaging, grease-resistant coating has been well applied upon the surface. It takes the perfect packaging to carry the most authentic taste of Kampar.
Art Director / Jay Lim
