Hoa Đất

OVERVIEW

"TAKYfood" is a National Brand in Vietnam’s flour and food industry, with its sub-brand TAKYGION holding a strategic position in the frying flour segment. Hoa Đất Studio was commissioned to produce a packshot photo set for two new products: Dry Coating Mix and Seasoned Crispy Batter Mix. The challenge was to visually capture the essence of “crispiness” and the authentic texture of flour—making consumers “taste with their eyes” before making a purchase. Every detail—from texture and lighting to composition and golden crisp tones—had to meet the visual standards of the packaged food industry.

ISSUE

How can a photo of a dry, powder-based product appear mouthwatering and full of life while staying true to its natural texture and flavor potential? The challenge required a precise balance between technical photography and emotional food storytelling.

DESIGN APPROACH

Our campaign was shaped around three key directions:

1-Core Concept: Recreate the visual sensation of “golden crispiness,” evoking the essence of Vietnamese fried dishes through natural textures, warm tones, and approachable composition.

2-Visual & Storytelling: Soft lighting, warm color palettes, and authentic textures were used to create a “taste-through-vision” effect. Each shot highlights the crisp coating and uses familiar kitchen props to evoke the warmth of Vietnamese home cooking.

3-Unique Selling Points: The imagery achieves a ready-for-packaging standard—commercially refined yet emotionally engaging—positioning TAKYfood as a professional and appealing brand in the packaged food industry.

CONCLUSION

The ALATRE Lunar New Year giftset successfully combined aesthetic refinement with cultural depth, offering a gifting experience that is both elegant and meaningful. It stands as proof of how design can carry Vietnamese identity into contemporary brand expression.

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Watch full project on Behance