Everything that happened just a few days before 2019 Tet Holiday. Kei, our friend – founder of Tree Studios pulled us in a design project for Mid-autumn! Yes, THE Mid-autumn Festival (late August!), months before it start. Then we are in, as usual, with a team of very talented weirdos.

We redesign the current logo of Hai Chau mooncake product line, still keeping the core of ‘Precious Autumn’, giving it a new image. The visual is stand for the beauty of traditional ritual has been reserved through generation to generation. The beauty of caring, giving, appreciation and respect.

Trăng sáng tỏ thân tình
Bánh ngọt ngào đậm vị
Trà thơm ngon đầy ly
Bằng hữu vui gắn kết
Gia đình mừng sum họp
Đó chính là Thu Quý

This is a looong project, but it doesn’t mean that we have luxury of time, okay… we did have a bit of time so we tried to flesh out many thoughts as possible then ship it, then got feedbacks, and then rework and ship it again til the concept approved.

Phuong Pulu and Du Yen, both are designer and illustrator, did a great job on bouncing ideas, visualizing, crafting details then polishing it til finish. We have plenty of time to crafting details, it is a good thing.

The process is surprising smooth and effective, thanks to our supportive team mates, from client side, and the conductor – Kei.

‘It’s alive, the work is alive!’

To add in freshness to traditional baked mooncake, we use the modern line graphic as cake pattern.

Thanks to superior quality of production, the works are actually leveraged much.

This is one of our most expected project this year. Because it evolved a lots of people and effort, we witnessed it all, to be a part of it make us feel great.

Thank you for watching our whole journey.