Mooncake by the Lake – Bakes a Vietnamese Pastry Brand

by Andrew Gibbs on 09/23/2020 | 2 Minute Read

The Lab Saigon worked with Bakes, a Vietnamese pastry brand, and took inspiration from the moon's reflection on a lake to create their branding and packaging. They were also inspired by the architecture of Turtle Lake, home to their flagship shop. The design features rich colors, whimsical illustrations, and color blocking to create a product range like no other. 


Mooncake packaging design for Bakes, a pastry brand in Vietnam. We took inspiration of the moon's reflection on a lake, a reference to Bakes' flagship store in the historic Turtle Lake neighborhood.

The ripple pattern adorns the top of the cyclinder box, and the mooncake itself, created from a custom 3d-printed cake mold. Bespoke illustrations reimagine the story of each flavor, wrapping around the cylinder (you can spin the box and see a stop motion retelling of the story.) Finally, graphic patterns are taken directly from the historical architecture of the Turtle Lake.

Editorial photograph

Editorial photograph

Editorial photograph

Editorial photograph
Editorial photograph
Editorial photograph

Editorial photograph

Editorial photograph

Editorial photograph

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