Week01~Week14/22.04.2025~29.07.2025
Yap Guang You/0363730
Bachelor of Design(Hons)in Creative Media/Collaborative Design Practice
Content
Instruction
Module Information Booklet
This module requires us to form a group and work collaboratively with students from other majors. Our role is to provide visual and marketing advice. A business plan has already been prepared by the students from the Business major, and our task is to support them with marketing-related elements such as branding, prototype mock-ups, and more.
CDP Project
Week01/Module and Task Briefing
In the first week, we were given a brief overview of this module and our task. In short, we need to form a group and collaborate with students from the Business major. They already have a basic business plan, and our role is to assist with the branding. Since our module only has four students, we’ve been grouped together as one team.
Next week, we’ll officially meet the Business students. Their business idea is an instant roti canai product.
I went through the business plan from the business major students, and based on my understanding, their idea is to create an instant version of roti canai. But not the frozen kind that needs to be microwaved — instead, they're aiming for something more like cup noodles, where you just add hot water to cook it. I honestly can’t imagine how they’re going to pull that off, but it’s a fun and creative idea. It definitely has the potential to take off in the market, especially in Malaysia. So I’ve written down some questions to ask them at our meeting next week.
Week02/First time meeting
This week, we had our first meeting with the business major students. We introduced ourselves, exchanged contact information, and created a WhatsApp group to stay in touch. During the meeting, they shared their needs: they are looking for a package design, a logo, and possibly a poster for advertisement.
We asked them a few questions to better understand their expectations. When we inquired whether they needed a website, they said no. Regarding social media, they plan to focus on TikTo
k and Instagram. I also asked how long it takes to prepare their product. They weren’t completely sure, but estimated around 2 to 3 minutes. Lastly, I asked about their color preferences for the packaging, and they said they’re open to suggestions.
We’ve scheduled another meeting for next Monday, where they will share their preferred branding theme, and we will present our design ideas in return.
Week03/Meeting
We had a meeting with them on Monday night to discuss their current timeline and present our proposed art direction. First, we agreed to switch to physical meetings moving forward to improve communication and workflow. They responded positively to our orange-yellow color palette and expressed interest in a more realistic art style, rather than a cartoony one. We also discussed the logo — they prefer one that features a character-inspired roti canai. Based on their timeline, the priority is to work on the mascot and logo first, as they need it to proceed with their next phase. This also allows us to align our next steps accordingly. The deadline for delivering the mascot and logo is set for next Monday, 12 May 2025.
Week03/Consultation
We had a consultation with our lecturer, and the main advice was to request more detailed information from the client — such as their brand positioning, core values, or even a basic business plan. We also can’t move forward with the packaging design until essential details are confirmed, including the product size, ingredients, manufacturing information, and other specifications. Our role is to provide guidance and assist with the visual aspects only. Since we are not the brand owners, we cannot make decisions on branding — we can only offer advice and support based on the direction they provide.
Week04/Concept Sketch for Logo and Mascots
After returning to our respective tasks, we decided to each create our own concept sketches individually before presenting them to the business students. The plan was to let them review the options and choose their preferred design.
For my initial idea, I considered using a tiger as the mascot, as it strongly symbolizes Malaysia and reflects the brand’s national identity. I also thought about designing a chef character styled with a roti canai appearance, which would immediately communicate that we are a food-related brand specializing in roti canai. This approach helps reinforce both the cultural and product-specific aspects of the brand in a clear and engaging way.
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| Logo Concept 1 |
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| Logo Concept 2 |
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| Logo Concept 3 |
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| Logo Concept 4 |
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| Logo Concept 5 |
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| Mascot Concpet |
Week 05/Logo Desision and Packaging Design Request
This week, we had a meeting with the business students to let them make the final decision regarding the logo. After a brief discussion, and with our input, they decided to decline the mascot design task, as they felt it was unnecessary. They finalized their decision on the logo instead.
Following that, they requested us to begin working on the packaging design. The package will be in the shape of a bowl, and we are required to design both the top sticker and the sleeve around it. We asked for the exact measurements of the package to proceed accordingly.
We then divided the design tasks among our group members. I was assigned to handle the sticker design. For this part, the business students expressed interest in creatively playing with the text "CanaiCrave", and mentioned that we could consider reusing the mascot within the sticker design, even though it was not selected for the main branding.
As for the sleeve design, they suggested incorporating a batik texture to reflect cultural elements. The color palette for the entire packaging will be decided by our design team.
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| Package Size |
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| Logo Decision |
Week 06/Sticker Design
I was assigned to design the sticker, so I came up with an idea based on the business students' earlier suggestion—to reuse the mascot. Instead of using the original roti canai-inspired character, I decided to reimagine the chef mascot as a human character to make it more relatable and appealing.
In the design, I also plan to emphasize their slogan to enhance brand identity and create a stronger emotional connection with customers. This approach helps to retain the original spirit of the mascot while giving it a fresh and more flexible look that fits well on the packaging.
Besides the mascot direction, I also explored a few alternative ideas for the sticker design. One of them is to incorporate traditional Malaysian elements, such as ketupat or the hibiscus flower, which is Malaysia’s national flower. These symbols can help reinforce the brand’s local identity and cultural roots in a visually appealing way.
Another idea I’m considering is a more modern approach — designing a scene of a night cityscape. This concept was inspired by the business students’ mention that one of their target audiences is young professionals, who often stay up late due to work. A night-themed design could resonate with this demographic by reflecting their lifestyle, while also giving the brand a more urban and contemporary feel.
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| Idea 1 |
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| Idea 2 & 3 |
Week 07/Final Meeting
This week, we had our final meeting with the business students. During the meeting, we requested detailed information about the product, including the ingredients list, preparation instructions, factory details, and any other relevant content that needs to be included in the packaging design.
They informed us that they will provide the necessary information later, as they still need some time to finalize these details. Additionally, they mentioned that they are still in the process of deciding which design direction to proceed with, and will get back to us once a decision is made.
Submission CDP Project
Click me to see our group final submissionOur Own Progression
Week 08/Project Redirection
It seems that there was some miscommunication between our group and the business students, particularly regarding the timeline and guidelines set by each group's respective course requirements. Due to these differences and lack of alignment, we decided to have a consultation with our lecturer to clarify the situation.
After the discussion, Sir advised us that from this point onward, we will continue the "Canai Crave" project independently, focusing on our own design progress for submission purposes only, rather than as part of the collaboration.
Following this change, I have been assigned to design a special edition packaging, as well as related merchandise for the project. This allows more creative freedom and room to explore new visual ideas without being limited by external constraints.
Week 09~11/Concept Building
So I moved on to the concept development for the merchandise and special edition packaging design. The first step was to decide what type of merchandise would be suitable for this project. To do this, I studied how large companies and brands typically handle their merchandise production.
From my research, I found that badges and tote bags are among the most commonly used merchandise items. They are widely accepted, cost-effective, and easy to produce, making them a safe and practical choice for this project. I felt confident going with these two items as my merchandise direction.
Next, I began exploring the theme for the packaging design. I decided to base it on a festival concept, since Malaysia is a multicultural country with a variety of celebrations throughout the year. I first looked into Chinese New Year, drawing from my own cultural background. Then I shifted focus to Hari Raya, one of the major festivals in Malaysia, followed by Deepavali, as roti canai is often associated with Indian cuisine.
However, out of the blue, I thought of another direction — Christmas or National Day — both of which offer broad appeal and exciting visual potential. In the end, I decided to go with a Christmas edition for the special packaging, as it provides rich visual elements and is a festive season that resonates with a wide audience.
After finalizing the concept, I quickly moved on to creating rough drafts for the sticker, sleeve packaging, and merchandise designs. These early sketches helped me visualize how the different elements could come together under the Christmas edition theme.
For the badge design, I decided to feature the mascot character, as it adds a fun and recognizable element to the merchandise. I also experimented with the logo placement and started exploring some graphic design ideas to make the badge visually appealing and cohesive with the overall brand identity.
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| Special Sticker Design 1 |
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| Special Sticker Design 2 |
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| Special Sleeve Design |
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| Bag Design 1 |
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| Bag Design 2 |
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| Badge Design |
Week 11~14/Final Progression
We had a quick consultation session to present our progress. The feedback I received was that I needed to redirect the design of both the merchandise and the packaging. The suggestion was to reuse elements from the original Canai Crave design to maintain a consistent art direction across all visuals. Specifically, I was advised to bring back the tiger mascot as the central character.
Following the feedback, I quickly moved on to a redesign phase and gradually refined the visuals leading up to the submission.
For the sleeve redesign, I decided to keep a similar composition and color palette to ensure visual consistency with the original design. I reused key elements—such as the roti canai illustration—but replaced it with a different version to fit the new festive theme. To reflect the Christmas edition, I incorporated the tiger mascot into the design, and replaced the original batik texture background with Christmas-related elements, such as festive patterns and decorative icons. This allowed me to maintain the idea of textured design on a plain background, while aligning it with the Christmas concept.
In the original design, there was a “Made in Malaysia” label. To simplify and visually strengthen the national identity, I decided to replace the text with the Malaysian flag icon. This change keeps the same message but presents it in a more visual and compact way, aligning with the overall festive and graphic-focused direction of the redesign.
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| Original Sleeve Design |
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| Special Sleeve Design |
As for the sticker design, I decided to keep it simple and minimal this time. Instead of adding complex visuals, I focused on playing with the typography, incorporating the logo and slogan in a clean and impactful way. This approach helps maintain visual clarity while still reinforcing brand identity.
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| Special Sticker Design |
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| Logo on the Sticker |
For the merchandise design, I created several badge variations—some featuring only typographic designs, and others incorporating the tiger mascot for a more playful and recognizable look. To ensure consistency across all items, I also applied the same visual style to the tote bag design, maintaining coherence in color palette, typography, and graphic elements.
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| Badge 1 |
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| Badge 2 |
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| Badge 3 |
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| Badge 4 |
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| Tote Bag 1 |
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| Tote Bag 2 |
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| Tote Bag 3 |
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| Tote Bag 4 |
Final Submission/Our own Progress
CLICK ME TO SEE!!!Reflection
Throughout this project, I am truly grateful for the effort and contributions of my team members, as well as the valuable guidance provided by our lecturer. Their support made it possible for us to adapt, grow, and push through each challenge.
This experience also reminded me of the importance of communication—not only within our own team, but also when collaborating across disciplines. Miscommunication can easily lead to delays or confusion, but with open discussion and mutual understanding, it can be resolved effectively.
Finally, this project helped deepen my understanding of how to align design decisions with brand positioning. From mascot development to packaging and merchandise, every visual element plays a role in communicating the brand’s identity and values.
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