Chinese Mooncake Packaging by Litete Brand Design

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DESIGN DETAILS
DESIGN NAME:
Chinese Mooncake

PRIMARY FUNCTION:
Packaging

INSPIRATION:
In order to reproduce the magnificent scenery of the Tang Dynasty palace, this design was created after consultig many historical documents, viewing images of murals at Dunhuang, and visiting ancient buildings from the Tang Dynasty to use these aspects as the basis for creating a design to restore the Tang Dynasty's historical prosperity.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. It also highlights this dynasty's magnificent wooden architecture and reproduces Yang Guifei's graceful dance movements. The inner box was designed based on dance movements from Rainbow Skirt and Feather Coat. This was combined with classical Chinese colors such as royal purple and bamboo green to reflect the Tang Dynasty's grandeur, the Chinese classics'elegance, and wishes for a happy life.

OPERATION / FLOW / INTERACTION:
The outer box as a whole is a traditional Chinese food box style, using a three-dimensional paper sculpture to separate the characters and scenes through die cutting, and then collage them into a complete illustration, which increases the sense of hierarchy and space of the packaging. The inner box combines the opening with the packaging illustration. The entire tongue part adopts the style of traditional Chinese typography, forming a natural division. When the consumer opens the box, a complete illustration pops up in front of them.

PROJECT DURATION AND LOCATION:
The project started in Tianjin in July 2020, completed in Tianjin in August 2020, and exhibited in Tianjin in September 2020.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. Each part of the illustration is separated by die-cutting, and the final packaging is more layered.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Outer box size:340mmx220mmx55mm Inner box size:85mmx85mmx38mm

TAGS:
Moon cake packaging, Chinese traditional culture, Tang Dynasty, classical, Mid-Autumn Festival

RESEARCH ABSTRACT:
The Mid-Autumn Festival is a traditional festival celebrated in China. It gained widespread popularity in the Tang Dynasty and became a nationwide holiday. According to legend, the Tang Emperor Xuan Zong dreamt he had traveled to the Palace of the Moon, where he saw celestial women, clothed in feathers and rosy clouds dancing in the sky. After the Emperor awoke, his favourite concubine Yang Guifei, renowned as one of the four most beautiful women in Chinese history, choreographed and performed the famous dance, 'Rainbow Skirt and Feathered Coat,'according to the Emperor's recollection.

CHALLENGE:
The difficulty of this design is that there are few records about the neon clothes and feather dance, and it is more difficult to restore the architecture, costumes, makeup, musical instruments, and dance poses. Even so, we checked many documents, which greatly restored the scene at that time.

ADDED DATE:
2020-09-26 02:17:11

TEAM MEMBERS (8) :
Creative Director:Langcer Lee, Designers:Yang Jie, Designers:Guo LinWei, Designers:Riso Guo, Designers:Limo Pan, Illustrator:Zhang Fan, Illustrator:Zhang JiaNi and Photographer:Jiang Tao

IMAGE CREDITS:
Image #No1 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No2 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No3 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No4 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No5 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.

PATENTS/COPYRIGHTS:
Copyrights belong to Langcer Lee, 2020.

Visit the following page to learn more: https://www.zcool.com.cn/work/ZNDc5MDk0ODg=.h tml
CLIENT/STUDIO/BRAND DETAILS
NAME:
Litete Brand Design

PROFILE:
LITETE BRAND DESIGN was founded in Beijing in 2011 and officially established in 2016. Up to now, it has built brands for more than 100 companies and provided design services. The company is currently located in CBD area of Heping District, Tianjin, and its business scope is mainly focused on brand packaging, which is divided into enterprise LOGO, VI, packaging, website, picture album, propaganda materials and other fields; online and offline synchronous development, comprehensive service to customers, based on Tianjin,service projects throughout the country and overseas (Belize, Thailand, Russia, the Netherlands, Mexico, etc.). At the same time, LITETE BRAND DESIGN has close contacts and exchanges with well-known universities such as Tianjin University of Science and Technology , providing them with talents and resources.

NOMINATION DETAILS

Chinese Mooncake Packaging by Litete Brand Design is a Nominee in Packaging Design Category.

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AWARD DETAILS

Chinese Mooncake Packaging by Litete Brand Design is Winner in Packaging Design Category, 2020 - 2021.



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