Keith Ang

Illustration – Packaging Design – Art Direction – Photography

I illustrated and designed the product packaging for Crater Bakes’ Mooncake Festival collection, creating a look that felt both classy and contemporary to appeal to customers young and old, and also helped to refine and update the brand's logo. Guided by the brand’s values of shared humanity, tradition, and holistic wellness, I illustrated a chrysanthemum to symbolise longevity and health, and a hummingbird to represent good luck and vitality. The phases of the moon were also woven into the design, culminating in the brand’s logo as a subtle narrative element. To support the client’s sustainability goals, the packaging was produced using recyclable materials. I also art directed the product photoshoot—developing the visual concept, styling the setup, and editing the final images to complete the brand presentation.