US, Singapore, Vietnam
Designed packaging for For My Bakery’s mooncake collection, inspired by four traditional Vietnamese tales: The Tale of Chu Cuoi, The Moon Rabbit, Princess Kaguya, and Longmen Mythology. The project also included a Blind Box clay collection and thematic cards.
Objectives:
The primary goal was to create packaging that authentically reflects the rich storytelling and cultural significance of the mooncake flavors. Each packaging design needed to embody the essence of its respective tale, capturing its unique narrative and cultural context. Additionally, the project aimed to develop complementary materials, including a Blind Box clay collection and thematic cards. These elements were designed to enhance the overall branding and customer experience by providing an interactive and collectible aspect to the campaign.
Design Process
To integrate the stories into the packaging, extensive research was conducted on each traditional tale to ensure that their essence and visual elements were accurately represented. This research informed the development of design concepts that brought the narratives to life through the mooncake packaging, giving each flavor a distinct and relevant design. The packaging itself was crafted to be both visually appealing and informative, incorporating illustrations and patterns that conveyed the story behind each mooncake flavor.
Results
The mooncake packaging successfully communicated the stories behind each flavor, enriching the customer’s experience and engagement with the product. The Blind Box clay collection and thematic cards added an interactive and collectible element, further boosting customer interest and satisfaction. Overall, the project’s focus on cultural storytelling and attention to detail in the packaging and supplementary materials contributed to a memorable and impactful campaign.
