Sheng Ming Yue Coffret Cadeau de Gâteaux de Lune by Hu Wan, Li Jianpeng and Shi Xiaoxia

Sheng Ming Yue Coffret Cadeau de Gâteaux de Lune by Hu Wan, Li Jianpeng and Shi Xiaoxia is a highly esteemed winner of the very prestigious 2024 A' Design Award de Bronze in Design d'Emballage Competition Category.

BronzeEmballage· 2024

Sheng Ming Yue Coffret Cadeau de Gâteaux de Lune

by Hu Wan, Li Jianpeng and Shi Xiaoxia

Client: Netease Yanxuan Trading Co. Ltd

A' Design Award de Bronze Winner in Emballage Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Sheng Ming Yue Coffret Cadeau de Gâteaux de Lune

Pendant la Fête de la Mi-Automne, les gâteaux de lune sont offerts en cadeau ou consommés personnellement. Cependant, face à des emballages de plus en plus luxueux et gaspilleurs, l'équipe a consciemment conçu un coffret cadeau de gâteaux de lune plus compact et écologique. Sheng Ming Yue représente une lune brillante s'élevant au-dessus de la mer, exprimant l'aspiration du peuple chinois à la réunion et aux belles choses, tout en maintenant des qualités de cadeau haut de gamme et en incarnant la qualité et la profondeur de la culture traditionnelle chinoise. L'objectif est d'offrir une façon de célébrer la fête alliant qualité et accessibilité, tout en promouvant un mode de vie durable.

The Recognition

About the A' Design Award de Bronze

Sheng Ming Yue Coffret Cadeau de Gâteaux de Lune est lauréat de l'A' Design Award de Bronze, une reconnaissance hautement prestigieuse décernée à des designs remarquables qui se distinguent par leur créativité, leur ingéniosité et leur sagacité. Les lauréats Bronze sont des artefacts amplement habiles et d'une créativité frappante, qui authentifient la vaste expérience, l'imagination et l'ingéniosité de leurs concepteurs. Sheng Ming Yue Coffret Cadeau de Gâteaux de Lune est censé être un objet très estimé, admiré et chéri, remarquablement professionnel et innovant. Ce design lauréat de l'A' Design Award de Bronze intègre les meilleures pratiques de l'art, de la science, du design et de la technologie, et est excellent par son souci du détail. Sheng Ming Yue Coffret Cadeau de Gâteaux de Lune satisfait admirablement les besoins, touche les désirs, charme les sentiments et attire la curiosité.

Behind the Design

Press Kit

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

Unique Properties: During the traditional Mid-Autumn Festival, consumers purchase mooncake gift boxes for gifting and personal consumption. However, as packaging becomes increasingly luxurious and wasteful, designers consciously designed a more compact and eco-friendly mooncake gift box. It maintains high-quality gifting properties while embodying the quality and depth of Chinese traditional culture. The goal is to offer a high quality and affordable way to celebrate the festival while promoting a sustainable lifestyle.
Dimensions & Packaging: Width：200mm x Depth:110mm x Height：255mm
Tags: Oriental Aesthetics, Package Design
Production Technology: As the gift box unfolds on both sides, a bright moon slowly rises with people's thoughts of reunion. The starry sky design makes one feel the insignificance of the individual and further enhances the longing for togetherness.
The combination of the Chinese folding fan and the bright moon highlights the festive atmosphere of the Mid-Autumn Festival and showcases traditional Chinese culture.
Design Challenge: The structure has always been the biggest challenge in presenting the overall effect. To create a feeling of the rising moon when the folding fan is opened with the box, while ensuring the stability and rationality of the connection between the paper fan and the box to maximize the use of space inside the box, higher requirements have been proposed. After structural verification and three rounds of prototype testing, the team have found the current structural solution.
Research: Due to the intense competition in the Mid-Autumn mooncake gift box market, more and more products are adding luxurious decorations and additional gifts to increase competitiveness. However, in the face of excessive waste and neglect of the festival culture itself, designers hope to prioritize the sense of ritual and appropriate packaging by comparing multiple similar products. This approach encourages consumers to focus on the traditional meaning of the festival and the essence of life, free from distractions.
Inspiration: Inspired by the ancient poem "As the bright moon shines over the sea, From far away you share this moment with me", the design depicts a bright moon rising over the sea under the vast starry sky, expressing the Chinese people's yearning for reunion and beautiful things, as well as the emotions and artistic conception of missing distant relatives and friends on a quiet night.
Project Duration: The project started in May 2023 in Hangzhou and finished in August 2023 in Guangzhou, and was exhibited in September 2023.
Operation Flow: The team established a creative concept and conducted structural research to achieve the desired effect. Simultaneously, designer began graphic design and explored several structural options before selecting the final box structure. Then applied the internal and external graphic design to the chosen structure. After three rounds of structural prototypes and two rounds of exterior design prototypes, design team confirmed the product.
Team Members: Hu Wan
Li Jianpeng
Shi xiaoxia
Image Credits: Creative Director Hu Wan
Designer Li Jianpeng