Sheng Ming Yue Moankkoek Kadodoaze by Hu Wan, Li Jianpeng and Shi Xiaoxia

Sheng Ming Yue Moankkoek Kadodoaze by Hu Wan, Li Jianpeng and Shi Xiaoxia is a highly esteemed winner of the very prestigious 2024 A' Design Award yn Brûns in Ferpakkingsûntwerp Competition Category.

BrûnsFerpakking· 2024

Sheng Ming Yue Moankkoek Kadodoaze

by Hu Wan, Li Jianpeng and Shi Xiaoxia

Client: Netease Yanxuan Trading Co. Ltd

A' Design Award yn Brûns Winner in Ferpakking Category

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Verified Award Winner

Verify Award Status for #154809

View at A' Design Award Press Release Award Badge

Colors

The Design

About Sheng Ming Yue Moankkoek Kadodoaze

Tidens it Midden-Hjerst Festival binne moankkoeken foar kado-jaan en persoanlik gebrûk. Mar, om't ferpakking hieltyd lúkser en fergoédzjend wurdt, hat it team bewust in kompakter en miljeufreonlike moankkoek kadodoaze ûntworpen. Sheng Ming Yue byledet in heldere moanne dy't boppe de see opriest, en útdrukket it ferlet fan it Sineeske folk nei gearkomste en moaie dingen, behâldt hege-kwaliteit kadoeigenskippen wylst it de kwaliteit en djipte fan de Sineeske tradisjonele kultuer belichemet. It doel is om in hege kwaliteit en betelbere manier oan te bieden om it festival te fieren, wylst in duorsum libbensstyl befoardere wurdt.

The Recognition

About the A' Design Award yn Brûns

Sheng Ming Yue Moankkoek Kadodoaze is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan Sheng Ming Yue Moankkoek Kadodoaze wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. Sheng Ming Yue Moankkoek Kadodoaze foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

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