The Tale of ‘Cuoi’

Design: The Purpose Group
Creative Directors: Do Dang Thuong, Le Huy Anh
Art Directors: Duy Anh Nguyen, Thien Huong Ngo
Designers: Duy Anh Nguyen, Thien Huong Ngo, Quan Nguyen
Copywriter: Vinh Sy Huu
Illustrator: An Nguyen
Photography: Yes Studio
Project Type: Produced, Commercial Work
Client: The Coffee House
Location: Ho Chi Minh, Vietnam
Packaging Contents: Moon Cake, Tea
Packaging Substrate / Materials: Paper, Cardboard
Printing Process: Digital Printing, Foil Stamping, Diecut

Limited Edition Mooncake packaging for The Coffee House, Vietnam’s fastest growing coffee chain.

A reimagining of a classic children’s fable of the Mid-Autumn Festival, with a slight steampunk twist. Whereas mooncake packaging trends lean more and more towards the delicacy aesthetics, our design team choose to champion the characters that carry on the cultural spirit of this festive season.

The box itself is a hand-held lantern, encouraging kids and the kids in us to roam the neighborhoods, singing and enjoying the sweet taste that embody what childhood feels like, and will be remembered by. The Tale of ‘Cuoi’ and its visuals also live through multiple collaterals, motion graphics and even an aminated music video.

What’s Unique?
The box itself is a hand-held lantern, encouraging kids and the kids in us to roam the neighborhoods, singing and enjoying the sweet taste that embody what childhood feels like.