MidSummer Baking Atelier is an artisanal home bakery where sunlit craftsmanship meets everyday warmth.

MidSummer is a home baking atelier based in Ho Chi Minh City, built around the idea that handcrafted cakes can feel both luxurious and approachable. For this project, I worked alongside MidSummer’s team and their very own cake artist for the design direction of the brand, capturing the warmth of sun-drenched afternoons while celebrating the artistry and precision behind every bake.

From the identity and packaging to the digital ordering experience, every design decision was made to create a sense of warmth, ease, and refinement. The soft yellow and green palette, editorial photography, and thoughtful details work together to make the brand feel elevated without feeling exclusive.

At its heart, MidSummer is about sharing beautiful moments over cake, and that life is always a little sweeter when we eat more cake! 🍋


CATEGORY

Brand Identity
Packaging & Collateral Design

CREDITS

MidSummer

WEBSITE

MidSummer









contact / nellyle.work@gmail.com
resume available upon requestInstagram
LinkedIn
© 2026 Nelly Le