HAICHAU Mooncake | 2019

TOP 10 Packaging Shouldn't Miss 2019
at Packaging of the World <click here>

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.

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



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.


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.

Show artworks

Isolated Product Photography

To add in freshness to traditional baked mooncake, we use the modern line graphic as cake pattern.

Thanks to superior quality of production, the works are actually leveraged much.

Thank you for watching our journey.

You may also like

Back to Top