2021
Ennjoui
Packaging Design
Background
This Raya-themed design project was born out of a desire to capture the heartwarming nostalgia of Hari Raya Aidilfitri (Eid celebration) while giving it a modern design sensibility. Inspired by childhood memories of balik kampung (going back to hometown), traditional wooden houses, and festive family gatherings, the project aimed to create a visual language that could emotionally connect with multiple generations. At its core was an illustrated kampung house scene, thoughtfully executed in a warm, vintage-inspired color palette; browns, leafy greens, and creamy yellows - that evokes both familiarity and timeless charm.
Core problem
The challenge lay in finding the perfect balance between nostalgia and modern appeal. How could one create a design that honours cultural heritage without feeling outdated? The goal was to speak to older audiences who hold dear their memories of traditional Raya celebrations, while also engaging younger viewers who appreciate clean, contemporary aesthetics. Bridging that emotional and generational gap became the heart of the design problem.
My Process
To bring this vision to life, I dove deep into both cultural research and visual storytelling:
Cultural Immersion: I began by studying traditional Malay kampung architecture and vintage Malaysian household items, focusing on small but meaningful details like woven mats, old-school biscuit tins, and batik textiles.
Mood & Color Exploration: I carefully curated color palettes that evoked warmth and elegance. Earthy hues and soft gradients were chosen to reflect both the rustic charm of kampung life and the glow of Raya lights.
Design System Creation: I developed a set of modular, vector-based assets; geometric patterns, illustration components, and adaptable layouts, to ensure consistency across marketing platforms while allowing flexibility in use.
Illustration Development: Translating cultural elements into scalable vector illustrations involved both technical precision and storytelling finesse. Layering techniques, texture simulations, and symbolic detailing were all part of the toolkit.
Key Actions Taken
Crafted a Storytelling Banner: Designed a main header illustration showcasing a classic kampung house on stilts, framed by festive greenery and twinkling oil lamps; immediately setting the nostalgic tone.
Integrated Geometric Heritage Patterns: Repeated traditional Malay motifs within borders and accents to create cohesion while honouring cultural design forms.
Optimized for Versatility: All assets were built in scalable vector formats, with layered file structures and usage documentation to support adaptation across digital and print media.
Balanced Design System: Developed a flexible visual system that allows seamless application across web banners, social media posts, packaging, and print ads without losing the emotional core of the artwork.
Outcomes
Emotional Resonance Across Generations: The final designs successfully connected with both older viewers reminiscing about past Raya celebrations and younger audiences drawn to its modern aesthetic.
Technically Refined Assets: The vector illustrations and pattern systems demonstrated high-level craftsmanship and were production-ready across platforms.
Culturally Grounded Yet Fresh: Cultural elements weren’t just decorative, they were central to the narrative, reimagined with fresh visual language.
Client & Audience Engagement: The project’s nostalgic storytelling and polished execution sparked positive feedback from both clients and end-users, with increased engagement across social channels and festive campaigns.
