Kaki Singgah: Lost Into Culture

Design: Ellysha Syazana Binti Mohamed Azukarais
Location: Malaysia
Project Type: Student Project
School: Limkokwing University of Creative Technology
Course: Bachelor of Design (Hons) Professional Design (Visual Communication)
Tutor: Ms Ameelia/ Mr Rahul
Packaging Contents: Batik Sarong, Batik Hijab, Keychain, Buttons
Packaging Substrate / Materials: Maple Bright Paper, Cotton Fabric, Silk
Printing Process: Digital Printing, Dye Sublimation Printing

Kaki Singgah is a brand which promoting and uplifting Malaysia authentic Batik merchandises targeting local and tourists, especially youth. ‘Kaki Singgah’ are Malay words which means a person who likes to visit many places briefly. As to indicate the metaphor for traveling, Kaki Singgah encourages people to visit many of Malaysia tourist attractions in conjunction with Visit Malaysia 2020 (VMY 2020).

The concept is highly inspired by one of the local Batik brand in Malaysia, Noor Arfa Batik. With millions of tourists expected to visit the country, batik entrepreneurs said batik products needed to be better marketed and promoted. VMY 2020 aims to welcome 30 million tourists and is eyeing RM100 billion in tourist receipts, with a campaign focusing on ecotourism, arts and culture.

Batik practices have been forgotten over the years, especially among youth. Therefore, different design approach has been taken which is entirely far from the original Batik itself. The whole design is digitally hand-drawn instead of "canting", which is a pen-like tool used to apply liquid hot wax in the batik-making process. The main elements used for design describing Malaysia flower and plants which are Bunga Raya (Hibiscus), Bunga Ixora (Ixora) and Daun Pokok Kelapa (Coconut Leaves). The whole idea is called Bunga Rampai Collection. Bunga rampai is a combination of many selected flowers and Pandan Leaf that is finely cut and mix with perfume to extract more scent. It is used in several traditional Malay occasions especially in old times.

Colour choices show variation for both Batik Sarong and Batik Hijab to attract youth. The meaning for each colour used, portraying the colour of Malaysia Flowers which for white is Melur (Jasmine), yellow is Kenanga (Cananga or Ylang Ylang) and red is Bunga Raya (Hibiscus). To align and keep the products relevant to this time, the colour choice used are bolder, more vibrant and deeper in colour.

The packaging design for Batik Sarong is similar to the Batik Sarong itself. In contrast, Batik Hijab packaging design is more experimental with Gold stamping surrounded on the top packaging. This is to indicate the extravagance for both packaging and hijab. On a side note, Batik Hijab does not only meant for hijab, there are many styles that can incorporate both for clothes as well as a scarf.

What's Unique?
The design for the whole products are more fun and fresh complement with our time today, and yet still keep the authenticity of Batik itself. Different design approach for this Batik design has proven that, Batik design can be timeless.