Interview with Shawn Goh Chin Siang, Creative Director of Shawn Goh Graphic Design Lab, MY

Our company focuses on branding and packaging design for the food and beverage industry. Why only one industry? We believe that we can gain different knowledge even just by focusing on one particular industry.In Malaysia, there are different seasons for design. We also do F&B rebranding if it’s not the season for packaging design.

For us, Muse Creative Awards is a platform for us to showcase our design and innovations. We’ve won three international awards in total over the years and it’s a big step for us. We want to expand our business, not just in Malaysia but internationally.

Our market research found out that most of the potato chips in the market are fried chips. However, we also found out that people are becoming more health-conscious so our mission is to produce a healthier, non-fried product. As each potato chip brand in the market has its unique packaging style, we realized we need something that makes the brand and product stand out from the rest with a fun, colorful, beautifully illustrated packaging.Potato chips are our all-time favorite. There are so many brands in the potato chip industry, ranging from low to high-end. We can also see that there are various designs for potato chip packaging. Therefore, it is important that we emphasize its ‘non-fried’ technology and create a brand identity using iconic packaging design to distinguish Wavee from the other products. Our objective is to create an image that says fun, delicious and a healthy snack.

The biggest challenge of this project is to create a beautiful packaging that brings out the flavors of the chips. At the same time, we have to also emphasize the non-fried technology that makes it a healthier choice. Since Wavee is a new brand, it is also very challenging to create a brand identity and packaging design that stands out from the current potato chip companies.

We will use these recognitions to let everyone that design can change businesses, the environment, and even the world.

We use our resources to create a creative industry culture.

We will keep our passion and keep innovating - not only just 5-10 years. To challenge and gain recognition through the global design competitions. To receive major international design awards before 2021 and to be a designer of great value in the world.

Do your best!

The only inspiration is myself because only you know yourself better than anyone else.

Work hard for success! Sometimes people will tell you what to do but stay who you are and you will do well.