Happiness Mooncake Package Mooncake Package by Chao Xu

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DESIGN DETAILS
DESIGN NAME:
Happiness Mooncake Package

PRIMARY FUNCTION:
Mooncake Package

INSPIRATION:
During Mid-autumn festival, Shien city will turn into a lively place, where people will eat mooncake, beat drums and race dragon boats to celebrate the festival. Designers wanted to depict this flourishing scene on the package. Designer team painted a magnificent picture of mid autumn festival by hand drawing illustration, then been cut into 5 parts for each package. the mooncake package serve as a tool to promote the culture of Shien city by applying Chinese style illustration.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This is a set of mooncake package design for La Maison Bakery, which consist 5 slightly different box shapes. La Maison Bakery is a famous local bakery in Hubei province, they want to launch a new mooncake gift set which can reflect local characteristics of Hubei, including architecture, culture and mid-autumn festival activities.

OPERATION / FLOW / INTERACTION:
After several rounds of discussions with our clients, the designers need to understand how consumers prefer while purchasing mooncake gift pack, if the box is too small, people will consider it not worthwhile as a gift, however if the size is too big, it will not be convenient for them to carry around. It is important to take all the facts into consideration while designing. The design team eventually came up five different packages to fit different need and budgets.

PROJECT DURATION AND LOCATION:
This project started in August 2019 in Hangzhou and finished in September 2019 in Hangzhou. Printed all the boxes in Hubei.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Those five package series need to have different structures which means they need to be opened in various ways. Designers need to take all the aspects into consideration in advance. For example, the most expensive one is the orange box, which will open like a book from middle.

SPECIFICATIONS / TECHNICAL PROPERTIES:
lid and base box: 360mm x 360mm x 55mm drawer box: 385mm x 250mm x 190mm double sides open box: 270mm x 380mm x 160mm

TAGS:
package design, logo, handrawing, typography

RESEARCH ABSTRACT:
The design team went to Enshi city which is the most significant scenic area in Hubei province, not only the local building but also its rich tourism activities make the place attractive. The illustration somehow demonstrate the feature of Enshi city meanwhile mixed some mid-autumn festival activities into the drawing, such as dragon boat racing, lighten the sky lanterns etc.

CHALLENGE:
The final products consist 5 different packages, with 5 different structure and size, meanwhile should look like a complete set of package series and in a narrative manner.

ADDED DATE:
2020-02-25 07:11:47

TEAM MEMBERS (2) :
Creative Director: Chao Xu and Illustration: Danlin Zhang

IMAGE CREDITS:
Collaterals and graphic design items: Chao Xu
Photography: Inlight

PATENTS/COPYRIGHTS:
Trademark(2019) La Maison Bakery

Visit the following page to learn more: http://www.inbetween-design.com/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
La Maison Bakery

PROFILE:
La Maison Bakery is a ten year old local bakery shop in Shien city, Hubei province. It is specialized in developing innovative Chinese pastries and dessert. Because of the great taste and fancy package, their products are loved by consumers from all ages.

NOMINATION DETAILS

Happiness Mooncake Package Mooncake Package by Chao Xu is a Nominee in Packaging Design Category.

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AWARD DETAILS

Happiness Mooncake Package Mooncake Package by Chao Xu is Winner in Packaging Design Category, 2019 - 2020.



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