Eternal Moon Hana Nui: Ka Hoʻopaʻa ʻAno Mooncake by Sha Feng and Jiayi Lu

Eternal Moon Hana Nui: Ka Hoʻopaʻa ʻAno Mooncake by Sha Feng and Jiayi Lu is a highly esteemed winner of the very prestigious 2025 A' Design Award Keleawe in Hoʻolālā ʻUhi Competition Category.

KeleaweʻUhi· 2025

Eternal Moon Hana Nui: Ka Hoʻopaʻa ʻAno Mooncake

by Sha Feng and Jiayi Lu

Client: Eternal Moon

A' Design Award Keleawe Winner in ʻUhi Category

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Verified Award Winner

Verify Award Status for #171257

View at A' Design Award Press Release Award Badge

Colors

The Design

About Eternal Moon Hana Nui: Ka Hoʻopaʻa ʻAno Mooncake

Kikokikona Puke: ʻO Eternal Moon he pahu makana i hoʻolālāʻia no nā mooncake. Hōʻike ka hoʻopaʻa ʻano i ke kumumanaʻo o ka ʻAhaʻaina Waenakonu-Hāʻule Lau mai kahi kuana ākea, e waiho ana i nā moʻolelo kahiko a kālele ana ma ka mau loa o ka mahina a me ka hopena hui pū ʻia o kānaka. Hōʻike ke kiʻi hana i ka mahina ma nā kūlana ʻewalu: ke ahi, nā pua, nā pōhaku, nā ao, ke kai, ka makani, nā mauna, a me ka ulu lāʻau. Hoʻohana ʻia ka paʻi kala kikoʻī a me ka hoʻopaʻi wela. ʻO ka nui o ka pahu waho he 335 i ka 75 i ka 195 mīlimika, a loaʻa i loko nā pahu mooncake liʻiliʻi he 70 i ka 70 i ka 35 mīlimika.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Eternal Moon Hana Nui: Ka Hoʻopaʻa ʻAno Mooncake i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Eternal Moon Hana Nui: Ka Hoʻopaʻa ʻAno Mooncake he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Eternal Moon Hana Nui: Ka Hoʻopaʻa ʻAno Mooncake i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Behind the Design

Press Kit

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

Unique Properties: "Eternal Moon" 2023 Mid-Autumn Art Gift Box. We chose to talk about an ancient proposition from another perspective, no longer using Chang'e flying to the moon as the background, nor the moon rabbit pounding medicine, but standing in the context of the post-epidemic era, from a more grand and broad standpoint, we discussed the community of human destiny and the eternity of the moon.
Dimensions & Packaging: Gift Box Length 335mm x Width 75mm x Height 195mm，Mooncake Box Length 70mm x Width 70mm x Height 35mm.
Tags: Branding, Packaging, Eternal Moon
Production Technology: The printing technologies we use are spot color printing and hot stamping process.
Design Challenge: The challenge of packaging design lies in how to cleverly integrate the moon with natural elements such as wind, fire, and clouds, and construct a harmonious and symbiotic natural community through design. This creative process is extremely complex and challenging, and tests the designer's deep understanding of natural aesthetics and innovative expression capabilities.
Inspiration: The inspiration for the packaging comes from the energy balance between the moon and 8 different fields on the earth, which are divided into the moon in fire, the moon in flowers, the moon in stones, the moon in clouds, the moon in the sea, the moon in the wind, the moon in the mountains, and the moon in the forest. Share a box of food with worthy people, treasure a theme painting together, or convey a bit of friendship to others, and put an end to the barriers of the past three years.
Project Duration: The project started in June 2023 in Suzhou, China and finished in August 2024 in Suzhou, China.
Operation Flow: With unique design perspective and exquisite craftsmanship as its core, the packaging is committed to using cutting-edge design concepts, subverting traditions, and carefully reshaping a mooncake brand that fits the aesthetics and needs of consumers in the new era.
Patents: Copyrights belong to Suzhou SoFeng Design Co.,Ltd., 2023.
Team Members: Creative Director：Sha Feng, Art Director: Jiayi Lu, Photographer：Jiayi Lu
Image Credits: Image #1, Image #2, Image #3, Image #4, Image #5: Photographer Jiayi Lu, 2024.