Brandex's Mid-Autumn Festival Gift Set 2020

Client

Brandex

Year

Field

Packaging

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2020

The idea of building a Concept for Mid-Autumn 2020 comes from our motivation to create an unique gift of gratitude to our partners, customers as well as a challenge for ourselves. After a process of researching on the graphics & materials for the Concept of Mid-Autumn Festival, the creative team have found the key elements for the project: the content of the song “Thang Cuoi” composed by artist Le Thuong and the mesmerizing mood from the mid-autumn scene in the movie “Yellow Flowers on the Green Grass” by Victor Vu.

Brandex team kicked off the project with the challenge of building a concept that combines the existing content and the emotion from our inspirations. That marks the birth of Project ‘5’.

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THE CHALLENGES

During the project, the biggest challenge is to overcome the viewer’s traditional concept of Mid-Autumn including Banyan Tree, Court House, and The Moon Goddess. We want to create a truly different Concept for “5”, bringing our audience the most complete experience of the Mid-Autumn Festival.

Brandex together with Dolee 3D, SEIS Studio, Artist Cuong Le applied creative solutions for Creative, 3D, Digital & Music to build a concept with plenty of experiences and emotions, and to bring you a fulfilled experience in this year’s Mid-Autumn Festival with a brand new perspective.

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THE SOLUTIONS

“5” represents the 5 senses of human. Brandex builds a Concept that can immerse all the senses: sight, touch, smell, taste, and hearing. Combining 5 elements: shapes, materials, scent, taste, and sound together helps create a complete experience.

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HOW WE MAKE IT?

Number 5 is the core element throughout the whole project, immersing all the 5 senses: sight, touch, smell, taste, and hearing.

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VISION

Number 5 appears in the shapes and selective items of the Concept.
•  Lanterns: 5 layers
•  Gifts: 5 Coasters & 5-level Coaster holder, 5 Greeting cards
• ​​​​​​​ Moon-cake box: 5 boxes, visual of 5 instruments, 5 phases of the moon

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TOUCH

The Concept uses 5 materials for assembling & printing:
•  Mica
•  Paper
•  Hologram Printing
•  Ribbon
•  Cake

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HEARING

In the gift set, in addition to the moon-cake box, there is a Bluetooth speaker with LED lighting. We include inside a memory card that stores the song “Thang Cuoi” with 5 tracks re-mixed with the space rock style by artist Cuong Le.
The song utilizes 5 musical instruments: 
•  Violin
•  Guitar
•  Piano
•  Drums
•  Flute 
Users can place the speaker in the cake box position in the lantern to make a unique night lamp. 

THE GAME

A perfect Mid-Autumn Festival is when we can gather together to share and enjoy Mid-Autumn Festival, with our loved ones or with friends. Brandex wants to recreate that feeling with a modern and unique take on this occasion.

A Mini game – a show of appreciation to our audience – is a team game for 5 people with 5 mobile phones:

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