Moon Lovers, a Taichung-based pastry shop known for its fusion of Japanese and French influences, has introduced their new subsidiary brand called "Hāfu ハーフ." Unlike the high-end branding of Moon Lovers, Hāfu aims to be accessible, effortless, and friendly to all customers. Their signature pastry is the airy O2 chiffon cake, a collaborative creation by renowned pastry chef Jinbo Katsushi.
The name "Hāfu" derives from the Japanese term for mixed-race individuals, reflecting the brand's fusion of French and Japanese cultures. The lively line illustration used in the logo depicts a group of friends joyfully playing together, symbolizing the celebration of the happiness that pastries bring.
The packaging design focuses on vibrant product illustrations and a dynamic layout. The brand stands out with its fusion advantage by utilizing a saturated salmon color as its main branding element, distinguishing itself from other pastry brands in the market.