One of the most important Vietnamese festivals, the Mid-Autumn Festival falls on the 15th day of the eighth lunar month, around the time of the autumn equinox (usually September 22). As the full moon on that night tends to inspire people’s anticipation for a family reunion, it is also called “Festival of Reunion.”
This day is also considered a harvest festival since farmers have just finished gathering their crops and bringing in fruits from the orchards. Overwhelmed with joy when they have a bumper harvest and quite relaxed after a year of hard work, they feel it is a time for relaxation and celebration. Food offerings – including the traditional and indispensable moon cakes- are placed on an altar set up in the courtyard.
Techcombank briefed agency Bratus to design a gifting pack to donate to its customers for this festivity. The concept behind the key pattern is a clever mix of the bank logo and of a traditional motive of the Vietnamese tradition. This is adapted on the packaging of the moon cakes – where the pattern is die-cut on a double wall box- and it is then translated on the layout of the cakes within the pack.
“The inner small cake boxes are arranged to form Techcombank’s logo as deep gratitude to our customers.”
“Techcombank’s moon-cake box is designed with the combination between traditional and modern culture through decorative patterns on the background of its logo symbol.
The cake box recalls the characteristics of the nation and corporate culture in a skilful traditional design, sending Customers best wishes.”
Each moon cake is nicely presented in individual boxes and the postcards fold like an origami to reveal an accompaniment message from the bank. Finally, the complementary paper bag features the same key pattern in a subtle white tone embossing.
Photography: Eric Huynh
