Rainbow Cake’s Mooncake

Derrick Lin


Design: Direction – Design & Branding Agency
Project Type: Produced, Commercial Work
Client: Rainbowcake
Location: Hà Nội, Việt Nam
Packaging Contents: Mooncake
Packaging Substrate / Materials: Paper

The Mid-Autumn Mooncake Set contains the flavor of four seasons: Spring – Summer – Autumn – Winter.

Rainbow Cake’s mooncake is a packaging design project implemented by Direction Agency. The aspiration for the key visual and design style coming from “Wabi-Sabi” – one of the most important philosophies in the Land of the Rising Sun. Wabi means simple, in harmony with nature. Sabi means a flash of time. Together, Wabi – Sabi is all about finding beauty in imperfection.

Since Rainbow Cake’s mooncakes are made from the finest natural ingredients, the product packaging represents both the essence of the four seasons and the magnificent landscape of those countries having Mid-Autumn Festival in each season.

What’s Unique?
One thing special in our design is that we take into account the eco-friendly element. It is reported that there are a million tonnes of trash generated during the Mid-Autumn Festival every year in China, South Korea, Japan, and Vietnam. In order to save materials, the box is designed to have another special function besides protecting the cakes. When the Mid-Autumn season comes to an end and the mooncakes in the box have all been eaten, the packaging becomes a seed tray to grow the sprouts, whose seeds we grab in an envelop and put in every single cake box.

We are extremely pleased to know that our beloved client, who loves the beauty of harmony and proximity to nature satisfy with our creative work.