Bakes Mooncake 2021
An excuse to celebrate in the middle of Covid lockdown.
Colorful. Vivid. A lucid dream.
The ability to go anywhere in your mind when your body is stuck in one place.
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This year, with premium ingredients like champagne (a collaboration with Moët Impérial), truffle and saffron, we wanted to balance snobbery with a vivid and playful illustration system.
We used Sometimes Times, a contemporary serif with classic forms, to construct the wordmark. We rearranged the letters to reference balloons floating in the air.
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We chose tin as our packaging material for this year because we really wanted that glossiness and gradient. Vibes!
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We had some fun with typography by combining 2 other serif typefaces LOVE and MILLIONAIRE.
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Product photography is vivid and dreamy.
To inspire your mouth to water and mind to wander.
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Our bespoke mooncake lantern patterns are reinterpreted it to brochures, recipe books and bags. For fun.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/0c9121133335087.61bc57c280150.jpg)
In the flagship store window display, we imagined a giant champagne bottle popping off. We mapped out the trajectory of the cork, how it'd bounce off the walls, and then reinterpret it as lanterns, to stick with traditional Mid-Autumn motifs and colors.
With everyone under lockdown during Mid-Autumn Festival, we wanted to bring some joy to their homes through the ad campaign.
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Different ways people could spend time at home and how our mooncakes can make it more fun: WFH, Covid Parties, Netflix n' Chilling, Video Games.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/358975133335087.61bb1926d10ec.jpeg)
Last but not least, enjoy this home party track by Larria, a local musician. Made with our packaging.
Creative Director: Tuan Le
Graphic Designers: Trang Dinh, Tuan Ha, Tran N Nguyen, Jay Vu, Khe Nguyen
Spatial Designers: Naomi Nguyen, Hung Le
Producers: Nhung Ho, Hanh Le, Tin Do
Photographer: Kai Nguyen
Accounts: Phuong Anh Nguyen, Huyen Vo, Anh Nguyen
3D Artist: Tram Dang
Motion Graphic: Tuan Le
Motion Support: Callimotion