Mooncake packaging design for Bakes, a boutique pastry brand in Vietnam, whose clients include MGallery, Louis Vuitton, and Caravelle Hotel.
We took inspiration of the moon's reflection on a lake, a reference to Bakes' flagship store
in the historic Turtle Lake neighborhood.
Bespoke illustrations reimagine the story of each flavor, wrapping around the cylinder
(you can spin the box and see a stop motion retelling of the story.)
The graphic patterns are taken directly from the historical
architecture of the Turtle Lake.
The ripple pattern adorns the top of the cylinder box, and the mooncake itself,
created from a custom 3D-printed cake mold.
Creative Director: Tuan Le
Graphic Designers: Tran Nguyen, Trang Dinh
Illustrator: Hung Le (Reo)
3D Artist: Naomi Nguyen
Photographer: Duong Gia Hieu
Production: Phuong Anh Nguyen, Hanh Le, Thao (LivePrint)
Project Manager: Huyen Vo, Khoa Do