Hai Chau Mooncake 19

Derrick Lin


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
Assistant: Minh Hoang
Foodstylist: Boki Tran
Photographer: Kitsu
Retouch artist: Kitsu
Gaffer: Tin Lee
Project Type: Produced
Client: Hai Chau Confectionary
Location: Ho Chi Minh
Packaging Contents: Mooncake
Packaging Substrate / Materials: Tin box, Aluminium, Paper
Printing Process: Digital printing, Foil stamping

Every year, the Mid-autumn Festival is the time that confectionery 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 confectionery 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.

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What’s Unique?
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.