Hai Chau Mooncake 19

Every year, the Mid-autumn Festival is the time that confectionary brands and bakeries are very aggressive in bringing their mooncakes to market. Traditional Mid-autumn mooncake has turned into a major category that contribute big revenue for brands. Through years, the mooncake are getting better and better, in term of quality, creativity and packaging. Hai Chau is a long established confectionary business in northern Vietnam with a rich heritage and experience of making traditional mooncakes. This year, they want to bring a fresh wind to the mooncake market, not just only the cakes but also the outlook of the packages. The packages are the result of collaboration between Tree Studios and Not Yet Famous. We are trying to stay away from regular approaches or the old stories that has been told so many times, but still, to implement the timeless values through fresh artist's illustrations: togetherness, appreciation and respect.

HAICHAU Mooncake | 2019

Packaging

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Introduction

Every year, the Mid-autumn Festival is the time that confectionary brands and bakeries are very aggressive in bringing their mooncakes to market.

Traditional Mid-autumn mooncake has turned into a major category that contribute big revenue for brands. Through years, the mooncake are getting better and better, in term of quality, creativity and packaging.

Hai Chau is a long established confectionary business in northern Vietnam with a rich heritage and experience of making traditional mooncakes. This year, they want to bring a fresh wind to the mooncake market, not just only the cakes but also the outlook of the packages. The packages are the result of collaboration between Tree Studios x Not Yet Famous.

Credits

Client: Hai Chau confectionary

Design Studio: TREE Studios x Not Yet Famous

Creative Direction: Vuong Nguyen, Kei Nguyen

Art Director: Vuong Nguyen, Pulu

Copywriter: Vy Nguyen

Designer: Pulu, Du Yen

Illustrator: Pulu, Du Yen

3D artist: Nhat Nghe

Project Manager: Kei Nguyen

Foodstylist: Boki Tran

Photographer: Kitsu

Retouch artist: Kitsu

Gaffer: Tin Lee
Assistant: Minh Hoang, Tan Le

Moodboard

Sketching

3D Prototype

We are trying to stay away from regular approaches or the old stories that has been told so many times, but still, to implement the timeless values through fresh artist's illustrations: togetherness, appreciation and respect.

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We redesign the current logo of Hai Chau mooncake - Thu Quy product line, giving it a new image. The visual is stand for the beauty of traditional ritual has been reserved through generation to generation. The beauty of caring, giving, appreciation and respect.

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