Keith Ang

Illustration – Packaging Design – Art Direction – Photography

Crater Bakes, a small artisanal mooncake brand, needed packaging for its 2024 seasonal launch that could elevate its perceived value while aligning with its commitment to sustainability and appealing to a broad, gift-buying audience.

Constraints

The packaging had to be produced using recyclable materials, specifically a brown kraft box, which risked appearing low-cost if not handled carefully. The design also needed to balance tradition with a contemporary aesthetic, resonate across different age groups, and work cohesively with an existing brand that required refinement rather than reinvention. As a seasonal product, it also needed to stand out quickly in a competitive festive market.

Decision & Rationale

I developed a visual narrative rooted in the brand’s values of tradition, wellness, and shared humanity. Illustrations of a chrysanthemum and hummingbird were introduced to symbolise longevity, health, and vitality, while phases of the moon were integrated as a storytelling device culminating in the brand’s logo. To elevate the kraft packaging, I focused on composition and detailing to achieve a premium feel despite the material constraints. I also refined the existing logo for improved clarity and consistency. Extending the identity into campaign visuals, I art directed the product photoshoot using a warm colour palette to evoke a sense of comfort and appetite, paired with gradient backdrops and contemporary interpretations of oriental elements to balance heritage with modernity. Animated assets were also created for social media to ensure a cohesive rollout across platforms.