Happiness حزمة كعك القمر by Chao Xu is a highly esteemed winner of the very prestigious 2020 جائزة A' Design Award البرونزية in تصميم التغليف Competition Category.

برونزالتغليف· 2020

Happiness حزمة كعك القمر

by Chao Xu

Client: La Maison Bakery

جائزة A' Design Award البرونزية Winner in التغليف Category

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The Design

About Happiness حزمة كعك القمر

حزمة كعكة السعادة هي مجموعة من عبوات الهدايا ، والتي تتكون من خمسة صناديق بهيكل ورسومات مختلفة. رسم فريق التصميم الإبداعي Inbetween صورة لكيفية احتفال السكان المحليين بمهرجان منتصف الخريف ، باستخدام الرسوم التوضيحية على النمط الصيني. يوضح الرسم التوضيحي المباني المحلية وأنشطة منتصف الخريف ، مثل سباق قوارب التنين ، وقرع الطبول. لا يعمل تصميم علبة الهدايا هذا كحاوية طعام فحسب ، بل يعمل أيضًا كهدية تذكارية للترويج لثقافة مدينة شين.

The Recognition

About the جائزة A' Design Award البرونزية

Happiness حزمة كعك القمر هو فائز بجائزة A' Design Award البرونزية، وهي تقدير رفيع المكانة يُمنح للتصاميم المتميزة التي تتسم بالإبداع والبراعة وحدة الذكاء. والفائزون بالبرونزية مصنوعات بارعة بوفرة ومبدعة بصورة لافتة، تؤكد الخبرة الواسعة والخيال وسعة الحيلة لدى مصمميها. ويُتوقع أن يكون Happiness حزمة كعك القمر قطعة عالية التقدير ومحل إعجاب وحب، شديدة الاحترافية والابتكار. وهذا التصميم الفائز بجائزة A' Design Award البرونزية يتبنى أفضل الممارسات في الفن والعلم والتصميم والتكنولوجيا، ويتميز بعنايته بالتفاصيل. ويلبّي Happiness حزمة كعك القمر الاحتياجات على أفضل وجه، ويلامس الرغبات، ويأسر المشاعر، ويستثير الفضول.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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
Production 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.
Design 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.
Research: 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.
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.
Project Duration: This project started in August 2019 in Hangzhou and finished in September 2019 in Hangzhou. Printed all the boxes in Hubei.
Operation Flow: 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.
Patents: Trademark(2019) La Maison Bakery
Team Members: Creative Director: Chao Xu
Illustration: Danlin Zhang
Image Credits: Collaterals and graphic design items: Chao Xu
Photography: Inlight