The Moon Festival
For the design project done for the brand MORICO, we embarked on a creative journey by delving into the rich cultural traditions of the Moon Festival in Vietnam and its Japanese counterpart, Tsukimi (or Otsukimi). Through our research, we discovered meaningful connections between these two celebrations, laying the foundation for a design that bridges cultural boundaries.
Inspired by the heartwarming image of children playing with lanterns, a quintessential representation of the Moon Festival in Vietnam, we aimed to capture the essence of joy, happiness, celebration, and family gathering. This image became a central motif in our design, symbolizing the festive spirit that resonates deeply in Vietnamese culture.
Additionally, we explored the traditional Lion Dance, a vibrant and energetic performance that is an integral part of the Moon Festival. During our research, we found a fascinating parallel in Japanese culture: the Shishimai, also known as the Lion Dance, which holds similar cultural significance during festive occasions.
Drawing from these insights, we decided to merge these two iconic imageries—Vietnamese lanterns and the Lion Dance, along with the Japanese Shishimai—into a unified key visual. This visual representation serves as a symbol of cultural crossover, celebrating the shared traditions and values of both Vietnam and Japan. The result is a design that not only reflects MORICO's manifesto but also resonates with the local Vietnamese audience, creating a harmonious blend of the two cultures.
The scene of the Shishimai (lion dance) with lanterns under the moonlight
has became the inspiration for MORICO to create a story of this year Moon Festival.
As we let ourselves follow the moonlight and blend into each drumbeat,
our hearts suddenly feel light, our souls are completely relaxed,
that's when we are fully be a part of the Festival.
Furoshiki
A key element of the packaging is the inclusion of Furoshiki–a traditional Japanese wrapping cloth. This versatile cloth can be reused by customers to wrap other items, further extending the life of the packaging and adding a thoughtful, cultural touch to the overall design. Through this concept, MORICO effectively combines sustainability with a premium feel, delivering a packaging solution that is both environmentally responsible and beautifully crafted.
The Packaging
The concept behind the gift set and packaging for MORICO is rooted in sustainability, simplicity, and practicality, aligning with the brand’s commitment to quality and environmental consciousness. The packaging design features a straightforward structure, utilizing recyclable materials such as paper and rattan. This approach reflects the brand’s belief that the true value of their mooncakes lies in the high-quality ingredients—sourced directly from Japan—rather than in elaborate packaging.
By choosing materials that are easily recyclable, the packaging minimizes waste, reinforcing MORICO’s dedication to eco-friendly practices. For the premium and luxury gift sets, the use of leather and rattan not only adds a touch of elegance but also ensures that the packaging is highly reusable, offering customers a sustainable option that can be repurposed long after the mooncakes have been enjoyed.
fins studio (fín)
Illustration: Hadée Aterlier
Product Photography: Minim Studio
Showcase Photography: Quan & Duong
Retouching: Hoa Luu
