A reimagining of a classic children’s fable of the Mid-Autumn Festival, with slight steampunk twist. Whereas mooncake packaging trends lean more and more towards the delicacy aesthetics, our design team choose to champion the characters that carry on the cultural spirit of this festive season.

The outer box itself is hand-held lantern, encouraging kids and the kids in us to roam the neighborhoods, singing and enjoying the sweet taste that embody what childhood feels like, and will be remembered by.

The Tale of ‘Cuoi’ also live through
multiple collaterals, augmented-reality
contents, and even an animated
music video.