Happiness Mooncake Pob by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Tooj in Tsim Ntim Khoom Competition Category.

ToojNtim Khoom· 2020

Happiness Mooncake Pob

by Chao Xu

Client: La Maison Bakery

A' Design Award Tooj Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #100696

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Colors

The Design

About Happiness Mooncake Pob

Zoo siab mooncake pob yog txheej txheej pob khoom plig, uas muaj tsib lub thawv nrog cov qauv sib txawv thiab cov duab. Pab neeg tsim tsim Inbetween piav qhia cov duab ntawm yuav ua li cas cov neeg hauv zos ua kev zoo siab Mid caij nplooj zeeg Success, los ntawm kev siv cov qauv hauv Suav. Daim duab ua piv txwv qhia txog cov vaj tse hauv zos thiab cov haujlwm nyob rau lub caij nplooj zeeg nruab nrab, xws li kev sib tw nkoj lub nkoj, ntaus nruas. Lub txiaj ntsim pob khoom tsim no tsis yog tsuas yog ua cov thawv ntim khoom noj khoom haus xwb tab sis kuj yog khoom coj los txhawb nqa cov kab lis kev cai ntawm nroog Shien.

The Recognition

About the A' Design Award Tooj

Happiness Mooncake Pob yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Happiness Mooncake Pob xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Happiness Mooncake Pob ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

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