The outer packaging of the mooncake box is divided into two parts. The first part is a long strip of silver glossy cardboard. The front of the cardboard has the company's logo and a moon pattern drawn on it. The back of the cardboard is designed as a greeting card that can be written on. The second part is a triangular wrapping structure in black leather. Silver pentagrams are printed on both ends of the packaging. Considering the stability of the packaging flap structure, a magnetic buckle is embedded in the opening and closing of the packaging.
The box containing the mooncakes inside the package is also designed as a triangular package to fit the entire box and save space. At the same time, four Chinese characters of "Happy Mid-Autumn Festival" are printed on the four boxes. In addition to the text, the moon-pattern holes on the four boxes gradually change from crescent to full moon, conveying the idea of a reunion, which is the festive meaning of the Mid-Autumn Festival.
Visual & Structure Design
Outer Package Design
Inner Package Design
The design proposal for the mooncake boxes was transferred to the Leo Burnett production department, which finally produced more than 200 copies. The motion picture shows how the Mid-Autumn Festival packaging is told as people step by step open the packaging to see different stories.
Final Output
Package Scenario
Reach the Star
Reach the Star is a moon cake package that combines people's custom of admiring the moon during the Mid-Autumn Festival with a glasses toy, conveying the concept that everyone can touch the stars. This eventually became the company's only 2021 Mid-Autumn Festival mooncake gift box packaging.
Classification
Communication Design // Commercial Project
Date
07.2021 - 08.2021
The concept of this moon cake box packaging is to go beyond the packaging itself to tell a story combining the company's slogan, "Reach the star," with the Mid-Autumn Festival custom that people watch the moon together.
The appearance and contents of this box combine the characteristics of a triangle glasses case. The way the user opens the package is similar to opening a triangle glasses case. At the same time, the design captures people's behavior of admiring the moon during the Mid-Autumn Festival, so I want to use a pair of glasses to change the light spots in people's eyes so as to promote the company's slogan, "reach for the stars." The whole design is inspired by glasses toy I played with in childhood, which can change the shape of the light spot in the wearer's field of vision.
Concept & Inspiration
Package Concept Sketch
Glasses Effect Display
My Role (Group)
Concept // Visual Design // Package Design
Location
Shanghai,China
Click the Stars