Combining a touch of French to Chinese Tradition

Meeting the team behind the Shanghai-based French bakery chain, Pain Chaud, they offered a project for me to give unique twist to the Mid-Autumn festival mooncake packaging and campaign.

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Mid-Autumn mooncakes can often fall into a very traditional aesthetic. Pain Chaud were well placed to explore a unique theme given their core team being rooted in Chinese culture as well as French culture. Wanting to use the “La Toile de Jouy” aesthetic to serve as the inspiration, I drew a series of illustrations which stemmed from the Pain Chaud house illustration style but with added detail and subtlety. By choosing a strong navy blue, it gave the box a touch of class whilst standing apart from the usual red of Mid-Autumn. 

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We were also tasked to design the window display and visual merchandising as a strong campaign to push Pain Chaud’s unique take on Mid-Autumn mooncakes. 

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