Packaging design for Hai Chau's Mid-autumn Mooncake 2019

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TREE Studios x Not Yet Famous - Hai Chau

 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.

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Design Agency Name: TREE Studios x Not Yet Famous
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Packaging design for Hai Chau's Mid-autumn Mooncake 2019
Brand / Project Name: Hai Chau
Project Type: Consumer Brand Redesign
Credits
Client: Hai Chau confectionary
Design Studio: TREE Studios x NYF
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
Assistant: Minh Hoang
Foodstylist: Boki Tran
Photographer: Kitsu
Retouch artist: Kitsu
Gaffer: Tin Lee
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy
Design Deliverables: Consumer Graphic Packaging Design, Consumer Structural Packaging Design, Consumer Retail Brand Design, Consumer Brand Digital Design
Location: Vietnam
Market Country: Vietnam
Market Region: Asia
Project Category: Bakery
Consumer Packaging Format: Case, Tin, Tray
Consumer Substrate / Material: Metal, Pulp Carton, Pulp Paper