Happiness Pacáiste Mooncake by Chao Xu is a highly esteemed winner of the very prestigious 2020 Duais Cré-umha A' Design Award in Dearadh Pacáistíochta Competition Category.

Cré-umhaPacáistíocht· 2020

Happiness Pacáiste Mooncake

by Chao Xu

Client: La Maison Bakery

Duais Cré-umha A' Design Award Winner in Pacáistíocht Category

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Verified Award Winner

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Colors

The Design

About Happiness Pacáiste Mooncake

Is éard atá i bpacáiste cáca gealaí sonas tacar pacáiste bronntanais, ina bhfuil cúig bhosca le struchtúr agus grafaicí éagsúla. Léirigh foireann dearaidh Inbetween Creative íomhá den chaoi a ndéanann daoine áitiúla ceiliúradh ar fhéile Lár an fhómhair, trí léaráid i stíl na Síne a úsáid. Taispeánann an léaráid foirgnimh áitiúla agus gníomhaíochtaí i lár an fhómhair, mar shampla bád dragan rásaíochta, drumaí bealaithe. Ní amháin go bhfeidhmíonn an dearadh pacáiste bronntanais seo mar choimeádán bia ach mar cuimhneachán freisin chun cultúr chathair Shien a chur chun cinn.

The Recognition

About the Duais Cré-umha A' Design Award

Bhuaigh an dearadh Happiness Pacáiste Mooncake Duais Cré-umha A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí sármhaithe a mbíonn cruthaitheacht, aireagacht agus géarchúis mar shaintréithe acu. Is déantúsáin ghlic agus chruthaitheacha go suntasach iad buaiteoirí Cré-umha a dhearbhaíonn taithí fhairsing, samhlaíocht agus acmhainneacht a ndearthóirí. Táthar ag súil go mbeidh an dearadh Happiness Pacáiste Mooncake ina rud a bhfuil an-mheas air, a n-ardaítear agus a ghráitear, atá thar a bheith gairmiúil agus nuálach. Ionchorpraíonn an dearadh seo a bhuaigh Duais Cré-umha A' Design Award na cleachtais is fearr san ealaín, san eolaíocht, sa dearadh agus sa teicneolaíocht, agus tá sé sármhaith as a aird ar mhionsonraí. Sásaíonn an dearadh Happiness Pacáiste Mooncake riachtanais go hálainn, bainíonn sé le mianta, cuireann sé draíocht ar mhothúcháin agus tarraingíonn sé fiosracht.

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