Harvest Bloom

Bakes Mooncake

Design Concept, Packaging, Communication

2023

Bakes’s Mooncake Collection 2023 is inspired by the beauty of the process that farmers and bakers go through to bring mooncakes to life.

Drawing inspiration from M.C. Escher, the tin can’s design encapsulates a linear, unending story, effortlessly blending elements like grain, wheat, and the baking process. This Escher-esque rendition is not just a nod to artistry, but it resonates with the cyclical journey of nature and baking, offering consumers a thoughtful tale as they embark on their own mooncake tasting.

Transitioning to the outer boxes, one cannot help but admire the detailed zoom-ins. These vivid illustrations offer a closer look at the harvest journey, ensuring that the essence of the mooncake’s origin isn’t lost in the broader narrative. It’s evident that every stroke, every shade, is deliberate, showing the dedication and meticulousness of farmers and bakers.

Team
Creative Director: Tuan Le
Graphic Design: Tuan Ha, Nghi Tran, Huong Ngo
Graphic Support: Trang Dinh, Thinh Tran, Tra Giang
Spatial Design: Hung Le, Tuan Tran, Tess Ngo
Strategic Partnership: Anh Nguyen, Mei Nguyen
Creative Strategist: Eve Tran
Producer: Kai Le
Video & Photo Production: Khoqua studio & Theboyyoulost

My Roles
Concept
Art Direction
Research
Illustration
Layout Design