Packaging design for Hai Chau's Mid-autumn Mooncake 2019

Packaging design for Hai Chau’s Mid-autumn Mooncake 2019

TREE Studios x Not Yet Famous – Hai Chau

Every year, the Mid-autumn Festival is the time that confectionary brands and bakeries are very aggressive in bringing their mooncakes to market. Traditional Mid-autumn mooncake has turned into a major category that contribute big revenue for brands. Through years, the mooncake are getting better and better, in term of quality, creativity and packaging.Hai Chau is a long established confectionary business in northern Vietnam with a rich heritage and experience of making traditional mooncakes. This year, they want to bring a fresh wind to the mooncake market, not just only the cakes but also the outlook of the packages.The packages are the result of collaboration between Tree Studios and Not Yet Famous. We are trying to stay away from regular approaches or the old stories that has been told so many times, but still, to implement the timeless values through fresh artist’s illustrations: togetherness, appreciation and respect.