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

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Shawn Goh

Shawn Goh was starting his company in 2014, Shawn Goh Graphic Design Lab. 2016, Shawn Goh starting won award showcasing and demonstrate his talent by recognizing in Italy, Korea, United States of America and German.

Shawn Goh | Shawn Goh Graphic Design Lab | Muse Awards

Interview with the 2019 Muse Creative Awards Winner - Shawn Goh

1Please give us a brief bio of yourself, your company, job profile, etc.
I founded my company - Shawn Goh Graphic Design Lab in 2014. From 2016 onwards we started to win awards and was recognized in Italy, Korea, United States, and Germany after showcasing and demonstrating our talents.
2Tell us a bit about your business and what you do.
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.
3Congratulations! As the winner of the 2019 Muse Awards, what does it mean to you and your company and team to receive this award distinction?
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.
4Can you explain a bit about the winning work you entered into the 2019 Muse Awards, and why you chose to enter this project?
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.
5What was the biggest challenge with this project?
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.
6How has winning an Award developed your practice/career?

We will use these recognitions to let everyone that design can change businesses, the environment, and even the world.
7What makes your country specifically, unique in the creative industry?
We use our resources to create a creative industry culture.
8Where do you see the evolution of creative industry going over the next 5-10 years?
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.
9If you were a student entering this industry or an aspiring Muse Award submitter, what advice would you give them?
Do your best!
10Who has inspired you in your life and why?
The only inspiration is myself because only you know yourself better than anyone else.
11What is your key to success? Any parting words of wisdom?
Work hard for success!
Sometimes people will tell you what to do but stay who you are and you will do well.

Winning Entries

Wavee | 2019

Wavee | Shawn Goh Graphic Design Lab. | Muse Awards
Building up a recognizable brand identity and creating attractive product packagings for a new potato chips brand. In order to create a lasting impression and to distinguish our healthier, non-fried potato chips from the rest in the market... (read more)

Water Fun's Brand Identity | 2019

Water Funs Brand Identity Malaysian Festive Packaging Collection | Shawn Goh Graphic Design Lab. | Muse Awards
Equipped with a 12-year experience, Water Funs is a mineral water manufacturer which adopts new technology in its products. The client has requested for a branding... (read more)

Malaysian Festive Packaging Collection

Malaysian Festive Packaging Collection | Shawn Goh Graphic Design Lab. | Muse Awards
Malaysian Festive Packaging Collection intends to convey the reminiscence of hometown during the year Malay New Year Celebration, named "Hari Raya Aidilfitri"... (read more)

Shawn Goh Graphic Design Lab.

Since its establishment in 2014, Shawn Goh Graphic Design Lab has emerged to be one of the top design companies in Malaysia. It has received recognition from various design associations on both national and international levels. Some of the awards received include Milano. Italy, Korea, and German. Original, unique, customized and innovative design is our biggest promise to our valuable clients.