Concept

美珍 BEE CHEN is a homebased business that provides Handmade Traditional Hainanese Duck Egg Kaya which is also called coconut jam. Bee Chen Kaya is a recipe that passed down 80 years from Bee Chen 
Coffee Shop since 1950s in Malaysia, Kuala Terengganu. 

The overall idea is to create an old coffee shop look and feel. The brand name and logo also inspired and came from Bee Chen Coffee Shop. Bee Chen kaya used locally sourced ingredients to make the kaya without added with any artificial preservatives, colorings and flavorings. From this design, I hope to convey a brand images which are down-to-earth, fresh and safe. To let everyone from all ages are able to enjoy the traditional Hainanese kaya that passed down 80 years and bring back old school memories and taste.
Stationary Set Design
Jar Packaging (Front) 
Jar Packaging (Back)
Box Packaging 

POP ( Point of Purchase)
Cap & Apron
Poster
Wooden Spreader Knife
Instagram Post
Facebook page
Artist Statement

Hello everybody, I am Heng Yi Wen, a graphic design & multimedia student. I am currently in my final year of Bachelor of Arts (Honours) Graphic Design and Multimedia in UNIVERSITY Tunku Abdul Rahman (UTAR). I decided to choose branding as my final year project. I chose this area of specialization because I have always been interested in branding as I like to look at their beautiful design and amazed at how a brand was able to attract customers with their logo, packaging design and good brand identity. I would also like to explore the process of branding from scratch to finish.

The main objectives for the project are to rebrand Bee Chen kaya, build brand awareness and brand image. Also be recognized and known in Malaysia starts from Terengganu that provide traditional Hainanese Kaya. To increase brand image by designing a strong logo and brand that they will remember when they recall the brand or the product. The concept that I am going to is old coffee shop feel and look. I hope this rebranding is able to allow more people especially the youngsters to enjoy and get to know this kaya that passed down from grandparent generation and bring back old school memories.

In the production of this assignment, I have applied materials such as texts, visuals and mock-up that are not originally produced by me in the content of my artworks, solely for the interest of academic training. The artworks produced for this project represent my own concept only/or where indicated, those of the Authorized Client. Unless specified, these artworks are produced only in fulfilment of an academic assignment and are not intended to be interpreted nor used as actual claims or promotions offered by the companies/ brands depicted. For further information on the copyright and sources of the non-original materials used, please refer to the References & Acknowledgement list provided at the end of my exhibition space.

Heng Yi Wen I Bonnieheng5@gmail.com
All Rights Reserved © 2020 
Faculty of Creative Industries (FCI) UTAR
Heng Yi Wen - BEE CHEN
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Heng Yi Wen - BEE CHEN

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Published:

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