Chinese Mooncake Упакоўка падарункавай скрыні by Litete Brand Design is a highly esteemed winner of the very prestigious 2021 Залатая прэмія A' Design Award in Дызайн упакоўкі Competition Category.

ЗолатаУпакоўка· 2021

Chinese Mooncake Упакоўка падарункавай скрыні

by Litete Brand Design

Client: Litete Brand Design

Залатая прэмія A' Design Award Winner in Упакоўка Category

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Colors

The Design

About Chinese Mooncake Упакоўка падарункавай скрыні

Chinese Mooncake — гэта падарункавая скрыня, распрацаваная для месяцовых пірожных, якія дораць падчас Свята сярэдзіны восені. Знешняя скрыня паўтарае форму традыцыйнай кітайскай скрыні для ежы. Ілюстрацыя ў стылі вышыўкі паказвае від зверху на банкет эпохі дынастыі Тан, уключаючы драўляную архітэктуру і танцораў. Кожная частка ілюстрацыі аддзелена метадам высякання і затым зноў злучана, дзякуючы чаму ўпакоўка набывае глыбіню і шматслойнасць. Унутраная скрыня прадстаўляе танцавальныя рухі з танца «Вясёлкавая спадніца і ўбор з пер'яў» у спалучэнні з класічнымі кітайскімі колерамі, такімі як каралеўскі пурпурны і бамбукавы зялёны.

The Recognition

About the Залатая прэмія A' Design Award

Chinese Mooncake Упакоўка падарункавай скрыні — пераможца Залатой прэміі A' Design Award, надзвычай прэстыжнага прызнання, якое прысуджаецца першакласным, цудоўным і выдатным дызайнам. Залатыя пераможцы — гэта надзвычай інавацыйныя, вельмі празорлівыя і бліскуча ўражальныя творы, якія адлюстроўваюць геніяльнасць, мудрасць і майстэрства сваіх дызайнераў. Чакаецца, што Chinese Mooncake Упакоўка падарункавай скрыні — гэта вельмі ўхваляльнае, тэндэнцыйнае і манументальнае вынаходніцтва, якое дае нябачаную раней каштоўнасць. Гэты дызайн, што атрымаў Залатую прэмію A' Design Award, — спектакулярны, паважаны праект, які вельмі карысны і пашырае межы мастацтва, навукі, дызайну і тэхналогій. Chinese Mooncake Упакоўка падарункавай скрыні выклікае моцныя пачуцці жадання, абуджае запал, заахвочвае творчасць і зачароўвае нас.

Behind the Design

Press Kit

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

Unique Properties: 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.
Dimensions & Packaging: Outer box size:340mmx220mmx55mm
Inner box size:85mmx85mmx38mm
Tags: Moon cake packaging, Chinese traditional culture, Tang Dynasty, classical, Mid-Autumn Festival
Production 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.
Design 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.
Research: 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.
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.
Project Duration: The project started in Tianjin in July 2020, completed in Tianjin in August 2020, and exhibited in Tianjin in September 2020.
Operation Flow: 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.
Patents: Copyrights belong to Langcer Lee, 2020.
Team Members: Creative Director：Langcer Lee
Designers:Yang Jie
Designers:Guo LinWei
Designers:Riso Guo
Designers:Limo Pan
Illustrator:Zhang Fan
Illustrator:Zhang JiaNi
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.