Designer: KT Teng
Copywriting: Ong Yu Jing, Alex Chong
Project Type: Student Project
School: Dasein Academy of Art, Kuala Lumpur, Malaysia
Course: Graphic Design
Tutor: Deanie Cham
Location: Kuala Lumpur, Malaysia
Packaging Contents: Pineapple cake, jam
Packaging Substrate / Materials: Rice paper and cloth
Gartien is a Malaysian pastry shop specializing in making pineapple cakes and jam using homegrown pineapples and other natural resources obtained in Penang. They used their traditional methods and secret recipe while emphasized on using hygienic and meticulous preparation process. Drawing inspiration from local farming culture and the characteristics of raw ingredients, this project makes use of their unique features – such as the farmers’ dedication to their crops and the pineapple’s unique textures - in its illustrations and printing techniques.
What makes your packaging design special?
Gartien’s product is an epitome of local cultural influence and characteristics. The objective of Gartien’s packaging design is to promote the brand’s philosophy, with an emphasis on the ingredients’ freshness as well as the meticulous preparation that goes into the making of its products. With that in mind, the illustrations were specially crafted to depict the end-to-end process of farmers growing pineapples on the ground to finally displaying products on the shelves. The depiction of a Malaysian farmer – wearing the characteristic cap and wooden clogs in the sunny fields - showering his love for his crops highlights their endless affection for their creation.
Unique shape + New printing Technique
Similarly, the packaging’s printing process also highlights the emphasis on the products’ usage of fresh ingredients. The use of rice paper visually and physically provides raw and fibrous texture, like the nylon sacks commonly associated with agricultural practices and the fibrous texture of pineapples. Besides, the jam jar’s exterior is fashioned with the intention of mimicking a pineapple’s skin. One only has to twist open the pineapple’s “crown” to gain access to its juicy core. Not only does that reflect the actual ingredient involved, it also emphasizes on the fresh and natural taste of the jam. This also enhances the product’s appeal to our human senses – we can feel, see, taste and smell the very essence of pineapple in the product.
The printing technique makes use of Inkjet printing of a laterally reflected illustration onto a piece of transparent sheet. As the ink is not absorbed into the transparent sheet, it is then transferred and stamped onto a piece of rice paper. The imperfection resulted from this unique printing process accentuate the characteristics of raw and natural ingredients thus further echoing Gartien’s brand philosophy.
Inkjet Printing of a laterally reflected illustration onto a piece of transparent sheet. Next, transfer/print the non-absorbed ink on the transparent sheet onto a piece of rice paper.