PETRONAS Money Packet 2026
5. Design Kancils [5.11 Best use of Cultural Insights in Design]
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Links:
Product/Service:
Service
Client:
PETRONAS
Brief:
How can PETRONAS elevate a familiar festive money packet beyond conventional seasonal packaging into a culturally meaningful design object — one that honours individual traditions while expressing a shared Malaysian identity through thoughtful art direction
Solution:
Background
Every festive season, PETRONAS’ money packet becomes more than a gift. It is a keepsake that carries the brand into millions of homes and across Malaysia’s diverse celebrations. The challenge was to create a single design language that could feel distinctly PETRONAS while remaining culturally meaningful across different festivals, communities, and generations.
Opportunity
While every celebration has its own traditions, they are all rooted in the same desire: bringing people together. Hidden within PETRONAS KLCC’s own architectural heritage lies the Pucuk Rebung motif, a timeless Malaysian symbol of growth, harmony, and unity. It represented a shared cultural thread capable of transcending individual festivities.
Idea
We created A Mark of Unifying Beauty, a design system inspired by the Pucuk Rebung geometry embedded within the architecture of KLCC.
By blending this heritage motif with PETRONAS’ sonic and visual identity, we transformed a traditional cultural element into a contemporary visual language. The result was a money packet that celebrates Malaysia’s rich heritage while giving PETRONAS a distinctive and ownable festive identity that can unite every celebration under one brand.
Results
The money packets took social media by storm, sparking a buzz among netizens. Their popularity grew so much that these complimentary packets were even resold on e-commerce platforms for a premium, turning a festive giveaway into a sought-after commodity.
