Chinese Mooncake Lub Thawv Ntim Khoom Plig by Litete Brand Design is a highly esteemed winner of the very prestigious 2021 A' Design Award Kub in Tsim Ntim Khoom Competition Category.

KubNtim Khoom· 2021

Chinese Mooncake Lub Thawv Ntim Khoom Plig

by Litete Brand Design

Client: Litete Brand Design

A' Design Award Kub Winner in Ntim Khoom Category

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Colors

The Design

About Chinese Mooncake Lub Thawv Ntim Khoom Plig

Chinese Mooncake yog lub thawv khoom plig uas tsim los rau cov ncuav hli uas muab pub rau lub caij Mid-Autumn Festival (Lub Ntees Nruab Nrab Caij Nplooj Zeeg). Lub thawv sab nraud ua raws li tus qauv ntawm lub thawv ntim zaub mov Suav ib txwm muaj. Ib daim duab uas zoo li kev xaws paj ntaub qhia txog kev saib saum ntuj los ntawm ib rooj noj mov loj ntawm Tiam Tang Dynasty, uas muaj cov tsev ua ntoo thiab cov neeg seev cev. Txhua feem ntawm daim duab raug muab faib los ntawm kev txiav (die-cutting) thiab mam li muab los sib txuas dua, yog li lub thawv ntim thiaj tau qhov tob thiab muaj ntau txheej. Lub thawv sab hauv nthuav tawm cov kev txav seev cev los ntawm Rainbow Skirt and Feather Coat, ua ke nrog cov xim Suav thaum ub xws li xim yeeb huabtais thiab xim ntsuab xyoob.

The Recognition

About the A' Design Award Kub

Chinese Mooncake Lub Thawv Ntim Khoom Plig yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Chinese Mooncake Lub Thawv Ntim Khoom Plig xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Chinese Mooncake Lub Thawv Ntim Khoom Plig ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

Behind the Design

Press Kit

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

Unique Properties: The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. It also highlights this dynasty's magnificent wooden architecture and reproduces Yang Guifei's graceful dance movements. The inner box was designed based on dance movements from Rainbow Skirt and Feather Coat. This was combined with classical Chinese colors such as royal purple and bamboo green to reflect the Tang Dynasty's grandeur, the Chinese classics'elegance, and wishes for a happy life.
Dimensions & Packaging: Outer box size:340mmx220mmx55mm
Inner box size:85mmx85mmx38mm
Tags: Moon cake packaging, Chinese traditional culture, Tang Dynasty, classical, Mid-Autumn Festival
Production Technology: The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. Each part of the illustration is separated by die-cutting, and the final packaging is more layered.
Design Challenge: The difficulty of this design is that there are few records about the neon clothes and feather dance, and it is more difficult to restore the architecture, costumes, makeup, musical instruments, and dance poses. Even so, we checked many documents, which greatly restored the scene at that time.
Research: The Mid-Autumn Festival is a traditional festival celebrated in China. It gained widespread popularity in the Tang Dynasty and became a nationwide holiday. According to legend, the Tang Emperor Xuan Zong dreamt he had traveled to the Palace of the Moon, where he saw celestial women, clothed in feathers and rosy clouds dancing in the sky. After the Emperor awoke, his favourite concubine Yang Guifei, renowned as one of the four most beautiful women in Chinese history, choreographed and performed the famous dance, 'Rainbow Skirt and Feathered Coat,'according to the Emperor's recollection.
Inspiration: In order to reproduce the magnificent scenery of the Tang Dynasty palace, this design was created after consultig many historical documents, viewing images of murals at Dunhuang, and visiting ancient buildings from the Tang Dynasty to use these aspects as the basis for creating a design to restore the Tang Dynasty's historical prosperity.
Project Duration: The project started in Tianjin in July 2020, completed in Tianjin in August 2020, and exhibited in Tianjin in September 2020.
Operation Flow: The outer box as a whole is a traditional Chinese food box style, using a three-dimensional paper sculpture to separate the characters and scenes through die cutting, and then collage them into a complete illustration, which increases the sense of hierarchy and space of the packaging. The inner box combines the opening with the packaging illustration. The entire tongue part adopts the style of traditional Chinese typography, forming a natural division. When the consumer opens the box, a complete illustration pops up in front of them.
Patents: Copyrights belong to Langcer Lee, 2020.
Team Members: Creative Director：Langcer Lee
Designers:Yang Jie
Designers:Guo LinWei
Designers:Riso Guo
Designers:Limo Pan
Illustrator:Zhang Fan
Illustrator:Zhang JiaNi
Photographer:Jiang Tao
Image Credits: Image #No1 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No2 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No3 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No4 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No5 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.