Mooncake Catalogue for Swan Cake House
Direction, Editorial, Copy Writing & Photography
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CHALLENGE
Swan Cake House Mooncake (Ming Yue Mooncake) is an old bakery based in Tawau, Sabah since the 90s. The client needs to create a product catalogue to showcase his traditional mooncake prior to the Mid-Autumn Festival.
The client is an elder who has no vision of what the catalogue should look like, I, therefore proposed different art direction to him on the initial stage.
After several communication phases, I started to work with a local photographer (who is one of my previous clients, I love how PR bring creative talents together!) regarding our direction, editorial layout, product styling and shooting, cost and timeline. I also create content/copywriting throughout the process.
Cover
Cover
Content
Cover
SOLUTION
The task is to create visual concepts, analyse visual & information hierarchy, copywriting interpretation and develop graphic (illustration and logo), overall layout and production design.
The art direction inspired by soft colour palettes and brush effect. The font choice of Chinese calligraphy and serif fonts complimented the traditional essence while its space showcases the details of each photograph. The colour is inspired by the colour palette of the famous Italian painter Giorgio Morandi and A Chinese Qing Dynasty Drama: The Story of Yan Xi Palace.
I ensure that the water brush effect does not cover up the aesthetic part of product styling as the client insisted on the brush style effect. The overall process is about the balance of typography(information) and visual (graphics) which are what I passionate about.
