Celebrating Malaysia’s unity with limited-edition packs featuring iconic dishes, AR experiences, and recipes—turning Kara coconut cream into a cultural and culinary journey that drove engagement, sales, and brand distinction.
Kara’s Pack of Unity
Six iconic dishes. Six designs. One Malaysia
Client
- Kara
Office
- Malaysia
By blending tradition with technology, we turned packaging into an immersive experience—connecting Malaysians to their roots while showcasing Kara’s versatility. The results prove the power of creativity and unity.
Karen Koay
Head of Digital Experiences & E-Commerce
Every coconut cream packaging (including Kara’s) look the same- it just has a coconut. To stand out on the shelves, we connected to Malaysians by turning Kara packs into a gallery of Malaysia’s most iconic fusion dishes.
Multicultural Malaysia to represent the unity Kara brings
Limited-edition packs showcasing six of Malaysia’s most iconic dishes made from coconut cream. With each pack, we chose and crafted illustration styles inspired by multicultural Malaysia crafting a stylistically diverse yet harmonious gallery representing the unity Kara brings to the table. To expand the experience beyond the pack, we included AR features with trivia in each dishes’ native language, in addition to recipes for consumers to recreate at home. Thus, completing the culinary journey which begin from Kara’s very own pack.
- 15 million packs sold; an increase of +28% sales from 2023
- Earned media of 700k with 29 million impressions on social media
- IG filter successfully attracted 154% open rate
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Awards
2024 Kancil Awards
Design- Packaging Design
Silver
2024 Kancil Awards
Design - Creative Effectiveness Design
Silver
2024 Kancil Awards
Craft - Illustration: Campaign
Silver
2024 Kancil Awards
Craft - Art Direction: Campaign
Bronze
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