Known for its spiritful legacy of pineapple tarts and pastries since 1983, KELE is a local bakery that focuses on using the best quality ingredients to produce delectable products.
To mark the annual mid-autumn festival in 2017, Bureau took a modern spin on the packaging aesthetics of KELE's mooncake boxes.
The 15th day of the 8th lunar month calls for a particular familiar folklore on a lady
with her rabbit. Chang’er and the Jade Bunny is no stranger to the mid-autumn tradition. Within a uniformed grid, Chang’er, the Jade Bunny, the KELE brand and the oriental elements took form of a geometrical design approach and selection of matte and metallic finishes.
with her rabbit. Chang’er and the Jade Bunny is no stranger to the mid-autumn tradition. Within a uniformed grid, Chang’er, the Jade Bunny, the KELE brand and the oriental elements took form of a geometrical design approach and selection of matte and metallic finishes.
This festive gift set comes complete with their signature mooncake individually packaged. Accompanied with an illustrated flavours write-up card.
Client — KELE Singapore
Creative Director — Kai Yeo
Designer — Tan Chun Yong
Project Management — Edmund Seet
Writer — Adeline Chew
Year — 2017
Creative Director — Kai Yeo
Designer — Tan Chun Yong
Project Management — Edmund Seet
Writer — Adeline Chew
Year — 2017
