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Breadtop | 包店

「Breadtop」 is an Asian style bakery brands based in Melbourne, Australia. The aim of the project is for the brand's 2021 Mid-Autumn Festival mooncake gift box. As the brand is rebranded and wants to rejuvenate its visual identity, the design concept also sets "vibrant" and "futuristic" as the main axis.

 

We took the concept of the "moon phase" as the focus of the story, by covering the moon print on the box with a box sleeve and letting the consumer pull the box sleeve to see the changes of the "moon phase". Through the storytelling, we can feel the joy and anticipation of the Mid-Autumn Festival, and feel the change of time through the movement. The back of the box cover is cut like a "cloud", which can be flipped and covered with the "moon" to express different scenery. The moon prints on the surface also depict the flavor of the "lava custard" filling inside. Inside the box, We used silver foil as the key element to design the mooncake packaging, and give it a premium and futuristic feel to complete the overall style.

“Breadtop”位於澳洲墨爾本的連鎖亞洲麵包店品牌。此設計案為該品牌設計2021年中秋節月餅禮盒。由於該品牌重新更新形象並且希望將品牌視覺年輕化,所以此次設計案發想也將”年輕”以及”未來感”設定為主軸。我們將”月相“這一概念作為故事重心,透過以盒套將印於盒面的月亮圖示蓋住,並經由食用者拉開盒套以觀看”月相”的變化。透過其故事性,我們可以感受到”中秋節”的歡樂及期待感,並且透過動作感受時間的推移變換。盒套的背面為類似”雲”的裁切方式,可通過翻轉盒套並將其覆蓋於”月亮”上來表現不同情境。表面的月亮圖示同時也形象其內餡”流沙奶皇”的口味。而位於裡面的月餅包裝我們使用銀箔來呈現高級以及未來質感來完善整體風格。

Client:                       Breadtop

Country:                    Australia

Design Category:     Packaging Design

2021

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