Graphic

A couple of days ago, we celebrated the New Lunar Year, better known as Chinese New Year; this time, the tiger is the one being praised. However, today we’re featuring a branding related to another big oriental celebration: The Mid-Autumn Festival when mooncakes are the protagonist. Bakes Mooncakes 2021 is an excuse to celebrate in the middle of the Covid lockdown. They asked The Lab Saigon to design their visual identity. 

The Mooncakes brand aims to go anywhere in our mind when our body is stuck in one place. ​​​​​​​For 2021, they included premium ingredients like champagne, truffle, and saffron to balance snobbery with a vivid and playful illustration system. The Lab Saigon’s creative team used a contemporary serif with classic forms to construct the wordmark. And they rearranged the letters to reference balloons floating in the air.
Whereas for the packaging, designers chose tin for materializing it for its glossiness and how perfectly the gradient stays on the surface. The studio came up with a vivid and dreamy look and feel for product photography. 

Additional credits
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