Brandex – Mid Autumn Gift set 2020

Derrick Lin


Agency: Brandex
Creative Direction: Nguyen Cong Tung
Art Direction and Lead Designer: Nguyen Duy Duc
Designer: Dang Minh Nguyet, Nguyen Thu Thuy
Music Producer: Nguyen Le Cuong
Photo Concept: Nguyen Duy Duc
Photographer: Phuong Minh Tien
3D Creative Direction: Do Anh Tuan
3D Modeling: Chu Ngọc Quang
Animator: Tuan set
Lighting and Render: Tuan set
Compositing: Stefan Nguyen – Vy
Location: Vietnam
Project Type: Produced
Client: Self promote
Product Launch Location: Vietnam
Packaging Contents: Mooncake
Packaging Substrate / Materials: Paper, Cardboard, Mica
Printing Process: Foil stamping

The idea of building a Concept for Mid-Autumn 2020 comes from our motivation to create a unique gift of gratitude to our partners, customers as well as a challenge for ourselves. After a process of researching on the graphics & materials for the Concept of Mid-Autumn Festival, the creative team have found the key elements for the project: the content of the song “Thang Cuoi” composed by artist Le Thuong and the mesmerizing mood from the mid-autumn scene in the movie “Yellow Flowers on the Green Grass” by Victor Vu.

Brandex team kicked off the project with the challenge of building a concept that combines the existing content and the emotion from our inspirations. That marks the birth of Project ‘5’.

During the project, the biggest challenge is to overcome the viewer’s traditional concept of Mid-Autumn including Banyan Tree, Court House, and The Moon Goddess. We want to create a truly different Concept for “5”, bringing our audience the most complete experience of the Mid-Autumn Festival.

Brandex together with Dolee 3D, SEIS Studio, Artist Cuong Le applied creative solutions for Creative, 3D, Digital & Music to build a concept with plenty of experiences and emotions, and to bring you a fulfilled experience in this year’s Mid-Autumn Festival with a brand new perspective.

“5” represents the 5 senses of humans. Brandex builds a Concept that can immerse all the senses: sight, touch, smell, taste, and hearing. Combining 5 elements: shapes, materials, scent, taste, and sound together helps create a complete experience.

Number 5 is the core element throughout the whole project, immersing all the 5 senses: sight, touch, smell, taste, and hearing.

Number 5 appears in the shapes and selective items of the Concept.
• Lanterns: 5 layers
• Gifts: 5 Coasters & 5-level Coaster holder, 5 Greeting cards
• ​​​​​​​ Moon-cake box: 5 boxes, visual of 5 instruments, 5 phases of the moon

The Concept uses 5 materials for assembling & printing:
• Mica
• Paper
• Hologram Printing
• Ribbon
• Cake

Inspired by 5 flavors of cake:
• Passion Fruit
• Red Bean
• Matcha
• Coconut
• Chocolate

In the gift set, in addition to the moon-cake box, there is a Bluetooth speaker with LED lighting. We include inside a memory card that stores the song “Thang Cuoi” with 5 tracks re-mixed with the space rock style by artist Cuong Le.
The song utilizes 5 musical instruments:
• Violin
• Guitar
• Piano
• Drums
• Flute
Users can place the speaker in the cake box position in the lantern to make a unique night lamp.

With the view of Mid-Autumn Festival from the Universe, with the space rock track on the background and fanciful hologram colors, we want our audience to immerse in the Concept & enjoy the 5 moon-cakes with friends and families.

All of the above creates a different feeling of Mid-Autumn Festival, combining traditional values with a brand new spirit and emotions.

A perfect Mid-Autumn Festival is when we can gather together to share and enjoy Mid-Autumn Festival, with our loved ones or with friends. Brandex wants to recreate that feeling with a modern and unique take on this occasion.

A minigame – a show of appreciation to our audience – is a team game for 5 people with 5 mobile phones.

The team that presses Play most accurately, which will play the perfect harmony will be the winner and receive a commemorative set of the “5” project from Brandex.