Happiness Ka'a Jasy Ñembojehe'a by Chao Xu

Happiness Ka'a Jasy Ñembojehe'a by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Brónse in Mba'eñongatuha Jejapo Competition Category.

BrónseMba'eñongatuha· 2020

Happiness Ka'a Jasy Ñembojehe'a

by Chao Xu

Client: La Maison Bakery

A' Design Award Brónse Winner in Mba'eñongatuha Category

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Verified Award Winner

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Colors

The Design

About Happiness Ka'a Jasy Ñembojehe'a

Vy'a ka'a jasy ñembojehe'a ha'e peteĩ me'ẽmbyre aty, oguerekóva po ryrýi iñambuéva ñemohenda ha ta'ãnga reheve. Inbetween Creative ñemohenda'aty oimoha'ãnga mba'éichapa tekoha ava oñemboavy'a Jasy Mbyte Ára, oipurúvo China aty ta'ãnga. Ko ta'ãnga ohechauka tekoha óga ha Jasy Mbyte mba'apo, ha'eháicha ygarata ryguasu ñemongu'e ha mba'epu sa'yju. Ko me'ẽmbyre ñembojehe'a ñemohenda ndaha'éi tembi'u ryru'i añóte ha katu avei peteĩ mandu'arã omokyre'ỹva Shien táva rekotee.

The Recognition

About the A' Design Award Brónse

Happiness Ka'a Jasy Ñembojehe'a ohupyty A' Design Award Brónse, peteĩ ñehechakuaa heta prestigioso oñeme'ẽva diseño sobresaliente-pe ojekuaáva creatividad, ingenio ha astucia rupi. Umi ganador Brónse ha'e artefacto hábil ha creativo ohechaukáva experiencia, imaginación ha recurso umi diseñador-pe. Oñeha'ãrõ Happiness Ka'a Jasy Ñembojehe'a ha'eha peteĩ objeto ojehayhúva, admirado ha estimado, profesional ha innovador. Ko diseño ohupytýva A' Design Award Brónse ombojoaju mejor práctica arte, ciencia, diseño ha tecnología rehegua ha iporãiterei detalle rehe. Happiness Ka'a Jasy Ñembojehe'a ombohory necesidad, ohupyty ipotapy, ombovy'a sentimiento ha ohenói curiosidad.

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