The Coffee House Mooncake 19

Derrick Lin


Design: Not Yet Famous
Creative Direction: Vuong Nguyen
Art Director: Vuong Nguyen
Designer: Vuong Nguyen, Kai
Illustrator: Duong Hoang, Tram Anh, TREE Studios
Project Manager: Kei Nguyen
Assistant: Minh Hoang
Model: Kei Nguyen
Photographer: Vuong Nguyen, Graya Tieu
Location: Vietnam
Project Type: Produced
Client: The Coffee House
Product Launch Location: Vietnam
Packaging Contents: Mooncake & Coffee paper bags
Packaging Substrate / Materials: Paper, cardboard
Printing Process: Digital printing, foil stamping, emboss

This is the second year that The Coffee House produced their own Mid-autumn mooncake in Vietnam market. Following the big launch of last year, the technology-ish with AR animated on package. This year package is presented with a hand-crafted appealing city landscape at night with sky lanterns as know as ‘Saigon silent night’ drawn by illustration artists of TREE Studios.

The final package is tip of an iceberg. We came up with several sketches at first, then crafting the illustrations in weeks later. Only one final illustration came through the production process. We are still hopefully the others will be published sometimes in future.

Special thanks to people that contribute to the project, from brand team, printer, mooncake maker, and also shippers who tirelessly deliver the happiness to customers.

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What’s Unique?
We used stamping foil printing at certain area, graphic or pattern to stimulate the moon light’s halo that shine over things during full moon night and enhancing the premium look of the package which is mainly using as a special gift of Mid-autumn festival.