Singaporean Local Bakery Geometrical Design Approach and Selection
BUREAU - Kele Mooncake
"Known for its spiritful legacy of pineapple tarts and pastries since 1983, KELE is a local bakery that focuses on using the best quality ingredients to produce delectable products.
To mark the annual mid-autumn festival in 2017, Bureau took a modern spin on the packaging aesthetics of KELE'smooncake boxes.
The 15th day of the 8th lunar month calls for a particular familiar folklore on a lady
with her rabbit. Chang’er and the Jade Bunny is no stranger to the mid-autumn tradition. Within a uniformed grid, Chang’er, the Jade Bunny, the KELE brand and the oriental elements took form of a geometrical design approach and selection of matte and metallic finishes."
Design Agency: BUREAU for the Advancement of Lifestyle and Longevity and Success
Project Name: Kele Mooncake Packaging
Client: KELE Singapore
Creative Director: Kai Yeo
Designer: Tan Chun Yong
Project Management: Edmund Seet
Writer: Adeline Chew