Bakes: Mooncake à la French

Client

Bakes

Year

2024

Scope

Packaging. Installation Design. Communications

Location

Ho Chi Minh City. Vietnam

Industry

Food & Beverage

Client

Bakes

Year

2024

Scope

Packaging. Installation Design. Communications

Location

Ho Chi Minh City. Vietnam

Industry

Food & Beverage

Client

Bakes

Year

2024

Scope

Packaging. Installation Design. Communications

Location

Ho Chi Minh City. Vietnam

Industry

Food & Beverage

Our Mooncake campaign for Bakes starts with clarifying the brand’s essence.

The team focused on Bakes’ nostalgia for French pastries to anchor the campaign, starting with the packaging. Inspired by vintage confectionery tin cans, our teams collaborated to design a tin can that won’t seem out of place decades ago, or hopefully decades later.

Each illustration, each line, is carefully considered to evoke care, craft, heritage, and subtle references to the brand’s French founder. The boxes are designed to be simple to produce and assemble as the brand target a 3x growth in sales this year. But still offer a distinct silhouette and unboxing experience.

Our Mooncake campaign for Bakes starts with clarifying the brand’s essence.

The team focused on Bakes’ nostalgia for French pastries to anchor the campaign, starting with the packaging. Inspired by vintage confectionery tin cans, our teams collaborated to design a tin can that won’t seem out of place decades ago, or hopefully decades later.

Each illustration, each line, is carefully considered to evoke care, craft, heritage, and subtle references to the brand’s French founder. The boxes are designed to be simple to produce and assemble as the brand target a 3x growth in sales this year. But still offer a distinct silhouette and unboxing experience.

Our Mooncake campaign for Bakes starts with clarifying the brand’s essence.

The team focused on Bakes’ nostalgia for French pastries to anchor the campaign, starting with the packaging. Inspired by vintage confectionery tin cans, our teams collaborated to design a tin can that won’t seem out of place decades ago, or hopefully decades later.

Each illustration, each line, is carefully considered to evoke care, craft, heritage, and subtle references to the brand’s French founder. The boxes are designed to be simple to produce and assemble as the brand target a 3x growth in sales this year. But still offer a distinct silhouette and unboxing experience.

We also crafted a series of limited-edition bespoke bags in collaboration with a tufting artist to pay homage to another French spirit: fashion.


We also crafted a series of limited-edition bespoke bags in collaboration with a tufting artist to pay homage to another French spirit: fashion.


We also crafted a series of limited-edition bespoke bags in collaboration with a tufting artist to pay homage to another French spirit: fashion.


TEAM

THE LAB CREATIVE

Creative Director: Tuan Le
Designers: Reo Le, Tuan Ha, Pim Truong, Kim Chi, Quang Do, Cam Nhi
Spatial Designers: Thien Thanh, Tess Ngo, Hung Le, Nam Hoai
Studio: Thuy Truc, Thong Le, Tung Nguyen, Trinh Nguyen, Khanh Chi
Strategic Partnership: Phuong Anh Nguyen, Trang Nguyen, Xuan Nghi, Zoey Pham
Strategist: Eve Tran, Dieu Thu, Thuyen Do
Procurement: Hai Uyen Huynh, Huyen Linh, Minh To, Bao Ngoc Ta, Lab Procurement
Print Producer: Binh An, Kim Cuong
Business Support: Bryan Doan, Lab HR, Lab Finance
Contractors: Hac San Construction, Anh Dũng

THE LAB CONCEPTS

Marketing: Vinh Hong, Tra Nguyen, Thao Nguyen
Operations: Laure Chevallier, Van Nhan, Minh Khoi, Truong Tin,
Tran Chau
Kitchen: Brian Gartner, Thi Thu, Linh Tho
Sales and Relations: Tuyen Huynh, Uyen Tran, Nguyet Pham
Customer Services: Minh Anh, Kim Ngan
Event Support: My Nguyen, Nga Nguyen

FILM CREW

Talent: Son Lam, Anya
Choreography: Son Lam, Yasmine Nguyen
D.O.P: Natecuteboi
Camera & Lighting: Nguyễn Công Tiến, Võ Gia Huy, Huy Dương
Rental: Tuan Vu Equipments
Post-Production: DinhGoc, Chloé Tavel
Talent Manager: Long Nguyen
Make-up: Bunny Ty, Đặng Huy
Stylist: Kim
Music: Fuji
Photographer: theboy.youlost
Set Decorator: Thu Tâm, Rannie

Frequently Asked Questions

A

2 Le Ngo Cat. Xuan Hoa. HCMC

T

(+84) 938 699 368

W

team@thelabsaigon.com

Frequently Asked Questions

A

2 Le Ngo Cat. Xuan Hoa. HCMC

T

(+84) 938 699 368

W

team@thelabsaigon.com

2025 © The Lab Co., Ltd.

Frequently Asked Questions

A

2 Le Ngo Cat. Xuan Hoa. HCMC

T

(+84) 938 699 368

W

team@thelabsaigon.com

2025 © The Lab Co., Ltd.