Project
MONDELEZ KINHDO MOONCAKE 2023
MONDELEZ KINHDO MOONCAKE 2023
Packaging
Mondelez Kinh Do x Cowan Vietnam x Pulu Studio
Description
Kinh Do - one of the leading confectionery brands in Vietnam, proudly accompanies millions of customers, sending good intentions and inspiring stories of moonlit nights. Throughout the journey, Kinh Do always takes care of each mooncake, from selecting ingredients to completing each production step so that the perfect flavor of the cake is intact. It helps make moments of bonding with family and loved ones more complete.
In 2023, Pulu Studio is honored to accompany Kinh Do in launching a lot of special packaging publication on the 25th Anniversary.
*Note
All images below are official products.
You can buy the products at Kinhdo official store.
Most packaging projects for festivals need to have high requirements in terms of visual aesthetics and deep meanings about life, people, culture, ... so that consumers can freely give away as gifts to those they cherish.
In the bible it is mentioned: "The love of family is the most similar feeling to the love of God"
We want to promote the meaning of "reunion" by the circular layout showing fullness. The concentric circular layout seems to be very familiar in all cultures around the world, typically the artworks on the ceilings of churches in France and Italy from the Renaissance period. Master painters often draw believers, sheep surrounding God, forming a circle representing complete faith.
Multi-layered clouds gradually drift inside, expressing many of our joyful emotions during an extremely bustling Mid-Autumn Festival.
The moon has Kinh Do's 25th-anniversary logo attached in the middle, radiating light everywhere as if spreading joy, telling us stories of each moon season over the past 25 years. Around the moon are close images, evoking the most familiar feelings about the Mid-Autumn Festival such as lion, chrysanthemums, lanterns, moon cakes, beans, lotus seeds, and family,...
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Along with the special packaging for the 25th anniversary, we also launched 2 variations of packaging, catering to the popular segment, with scenes of lion dance, drumming, and lantern release.
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And finally, we cannot ignore the modern and colorful moon cake boxes, which complement the richer and more diverse choices of consumers. Moreover, these mooncake boxes will be suitable for foreign customers, used as gifts, or bought as souvenirs without having to be afraid of any cultural images on the packaging.
