Each season, Chá House celebrates cultural moments like Mid-Autumn Festival. Seasonal treats like handcrafted mooncakes and tea pairings bring ancient traditions to life for guests, fostering a sense of connection across generations.
SCOPE
Branding · Logo · Packaging · Email · Social Media · Motion Graphics
role
Creative Direction & Design
The Brief
Create a modern mooncake gift set that reimagines a traditional treat through approachable, illustration-led branding, while creating a memorable unboxing experience that balances playful storytelling with simple, functional packaging.
Building the identity
Rooted in traditional Chinese architecture, the Chá House identity pairs a teahouse-inspired emblem with an elegant serif wordmark, balancing flowing forms with refined typography. The teal and yellow palette brings a sense of harmony and youthful energy, while the visual language extends into a playful Mid-Autumn story inspired by moon gates, rabbits, and the warmth of gathering together.
bringing the brand to life
The visual story comes to life through a tea-flavoured mooncake box set featuring matcha, earl grey, and hojicha flavours. A laser-cut lattice sleeve creates a moon-gate effect when aligned with the box, revealing two rabbits gazing toward the glowing full moon. The illustrated packaging concept is balanced by natural product photography across social and email, grounding the campaign in a warm, approachable product experience.
the outcome
