Promotional Campaign & Advertising: Kluang Rail Coffee’s Coffee Powder Products
Just like the title of my project suggests, I am doing a heritage series for Kluang Rail Coffee’s coffee powder products. The Kopitiam is well-known for their coffee and breakfast set, and not to forget their historic railway canteen that was opened in 1938. They managed to retain the nostalgic charm of the Kopitiam so the locals that came would feel as if they have been going there their whole life. It has been running for four generations, a priceless heritage for the Lim family.
In this project, I implement the nostalgic identity while putting a twist on it. I used the surrealism concept for the illustrations rather than a traditional look. Instead of fine lines, I used tapered, loose, and inky line art style with a warm colour scheme. I redesigned the packaging for four products which are the 3-in-1, 2-in-1, powder, and sachets. These products are then placed in a special edition packaging that resembles a ‘mangkuk tingkat’. The whole packaging has a visual storytelling flow from the top to the bottom, which made it stand out from the original packaging. The story is about the heritage of Kluang Rail Coffee, which was the main focus of this project.
It was the year 1938.
Two fellow gentlemen were given the opportunity to set up a small canteen at a railway station somewhere in Kluang, Johor. They were Lim Luan Hee and Lim Heng Yong, a father and son pair. Slightly caught by surprise but they thought it was a lucky chance. Excitement, restlessness, wariness, and all sort of emotions were jumbled up. In the end, they were ready for any kind of mishaps that might get in the way of their new journey. Thus, Kluang Rail Coffee was birthed and raised earnestly to this day. A precious heritage that still retains its old-world charm, has been protected by the Lim family for four generations.
In the old times, the British soldiers and fatigued travelers would stop by the canteen to replenish their energy. They bought themselves a cup of warm Hainanese coffee and paired it with jam-filling sandwiches. Soon, word had gotten around about the infamous coffee. The locals started to gradually swarm the place day by day as if the Kopitiam had left a mark in their hearts. People of different races and backgrounds often gathered there, either meeting friends or just casually having breakfast. The harmonious ambiance had given the owners a reason to keep going. By a twist of fate, the local community became the source of their vitality. Kluang Rail Coffee would not be here today if it were not for them.
