Bakes Mooncake 2022 is an evolution of our packaging work from 2021.

We solved functional issues with the old collection, and introduced new packaging that don’t look like packaging at all (for example this interlocking, reusable decorative plates that suspend the product in mid air).

Titled “Trăng Tung Tăng”, or “Moon on the Move”, the work is playful and dynamic, purposefully created for a post-pandemic world.

Why does packaging have to be a box?

We evolved elements from last year’s packaging to create the affordable Box of 2 and 4 options. The illustrations on the tin cans are reinterpreted in UV coating.

The Moon Cake typography is highlighted in silver foil and positioned on both sides of the box so the boxes scream MOON CAKE when displayed on shelves

One of the biggest challenges we tried to solve this year was shipping damages to the Box of 2 and 4 (as majority of these sales are online). To prevent the Mooncakes from shifting during delivery, our design and fabrication team created a paper locking mechanism that fits snugly into the base of tin cans.

Facade installation using acrylic design from the packaging. Reused some of the leftover materials too!

Mooncake visual strategy this year is clean, contemporary, with a touch of cultural cues. Our studio decided on this visual strategy to differentiate from competing campaigns that feature intricate traditional sets.

Graphic Designers: Eve Tran, Ven Bui, Nghi Tran, Tuan Ha, Trang Dinh (og)

Spatial Designers: Tess Ngo, Trang Do, Hung Le, Tuan Tran

Procurement, Production & Fabrication: Kai Le, Hanh Le, Tin Do, Chau Thanh Tam

Photographer: Kai Nguyen, Loc Huynh, Chuong Pham

Photography Producer: Thuy Truc

Copywriters: Huynh Vinh Son, Nguyen Phan Thanh Thao, Tra Huong

Accounts: Trang Nguyen, Anh Nguyen, Duy Lam, Gia Minh

Creative Directors: Tuan Le, Quang Vinh (guest)

Documentation: @khoqua.studio