Navigator Studio’s packaging concept for Cheese Coffee’s mooncakes, debuting in the bustling Southeast Asian mid-autumn market, stands out through its dedication to European cultural values. It invites Vietnamese youth to explore artistry with a rich color palette, elaborate illustrations reminiscent of the 16th – 17th-century iron bending movement, and a sophisticated Art Nouveau design. The typeface balances modernity and classical provenance, mirroring the contrast between the iron gates’ materiality and inviting lines. Meanwhile, ITC Edwardian Script adds heart and lyricism, enhancing emotional connections. The packaging’s overall aesthetic, featuring common European flowers and a moonlit garden, creates a poetic and evocative narrative encapsulated in elegance and nostalgia.
The mooncake market in Southeast Asia in general, and in Vietnam in particular, is always lively during the mid-autumn holiday. Customers are quickly confronted with a plethora of packaging designs based on Oriental themes. Cheese Coffee – a brand creates their identity system based on European spirit – first appears on the mooncake market in 2022. They want to introduce European cultural and artistic values to Vietnamese young, such as painting, architecture, and interior design. Cheese Coffee hope that their Mooncake Packaging will set them apart from the rest of the market.
