1. Illustration Illustration: I personally crafted the artwork inspired by the traditional image of children participating in the Mid-Autumn lantern procession. The HiRaw! characters are depicted in traditional attire, holding small lanterns while riding a giant carp lantern—meticulously reconstructed from ancient Vietnamese models. The brand's signature "rough" drawing style remains a core element, celebrating the authentic "Raw" essence of the brand. 2. Packaging Design Packaging Design: This project features Interactive Packaging with a clever structural design. The paper box incorporates strategic die-cuts at the ears and paws, allowing users to fold them out to create a vibrant 3D dog or cat figurine in Vietnamese costume. This transformation turns the packaging into a decorative toy long after its initial use. 3. Visual Connection Visual Connection: The photography concept revolves around a warm and vibrant "Moonlight Feast" (Mâm cỗ đêm trăng). To bring the festive spirit to life, I directed the pet models in "Jade Rabbit" cosplay, creating a perfect intersection between folk elements and modern, witty charm.