Harvest Bloom, Bakes' 2023 mooncake collection packaging X The Lab Saigon
In an era where the experience of a product begins well before its consumption, The Lab Saigon's packaging design for the Bakes Mooncake 2023 Collection is a brilliant symphony of art and storytelling. The entire design seems to emerge from a foundational appreciation of the hands that mold these delicacies and the intricate journey of a mooncake's inception.
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.
Their product photography further complements this journey. By infusing visual cues from farm life, The Lab Saigon doesn’t just present a product; they present a world, a backstory, a dedication.
A special mention must also be made of the mooncake outlet makeovers. The custom lantern installations, inspired by the moon and the packaging itself, seamlessly tie together the entire Mid-Autumn campaign. It's more than just product packaging; it's an immersive experience, one that promises to make this Mid-autumn festival memorable for all Bakes customers.
All in all, The Lab Saigon's design for the Bakes Mooncake 2023 Collection is more than just packaging. It's an ode to the unsung heroes of the mooncake world, a visual tale that beckons consumers to pause and appreciate the journey just as much as the destination. In a market saturated with packaging designs that often prioritize dazzle over depth, this design stands out, reminding us of the artistry, passion, and labor that culminates in the simple joy of a mooncake
Project credits:
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 | Spatial Support: Tess Ngo | Strategic Partnership: Anh Nguyen, Phuong Thao Nguyen, Phuong Anh Nguyen | Marketing: Khac Nhu Nguyen, Ngoc Anh Nguyen, Tra Mi, Luong Bang | Creative Strategist: Eve Tran | Procurement: Hai Nguyen, Tam Chau, Hai Uyen Huynh | Producer: Kai Le | Construction: Tbd Construction | Documentation: Thuy Truc, Loc Huynh, Chuong Pham, Trinh Nguyen | Business Support: Bryan Doan, Lab HR | Video & Photo Production: Khoqua studio | Creative Director/Writer: Tuan Le | Talent: Anthony Hoang, Axelle | Art director: Trinh Nguyen, Thuy Truc | Photographer: Dao Nhat Tan (Lifestyle), Loc Huynh (Product) | Director: Nguyen Hai Nguyen | Director of Photography: Thinh Pham | 1st AC: La Nguyen Hoang Viet | Stylist: Thao Uyen | Equipment: MH Production | Music Scoring: Astronormous | Operations: Laure Chevallier, Minh Nguyet Tran, Vic Huynh | Kitchen: Brian Gartner, Thi Thu, Linh Nguyen | R&D: Lai Pham, Khanh An, Thang Pham | Store Managers: Quynh Nguyen, Thu Nguyen, Khoi Pham, Tri Tran, Chau Tran and team Bakes | Sales & Relations: Ha Anh Thu, Eliza Hoang, Linh Tran | Customer Services: Ngoc Giau, Team Bakes.
