This Time Cake pastry branding is the work of graphic designer Xiong Wang. Based in Xian, China, Wang creates packaging that embodies an understated air of elegance and opposes traditional moon cake branding that coincides with Chinese New Year celebrations.
Time Cake's pastry branding is the definition of subtle, blending an elegant white paper box with turquoise details and gold font. In addition to the pastry brand's geometric stamp and signature logo, each of its boxes also features traditional Chinese typography and the company's mantra, "time to be loved."
Both understated and feminine, each of these pastry boxes stands alone as a decorative object and houses delicious treats that have been a celebratory staple in China for centuries.