Press Release
Bronze A' Design Award in Packaging Design Goes to Happiness Mooncake Package by Chao Xu
Chao Xu recognized for packaging design by the international grand jury of the 2019 - 2020 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2020 /DesignNewswire/ A' Design Award & Competition has confirmed the Bronze A' Design Award in the Packaging Design category for Happiness Mooncake Package by Chao Xu, designed for La Maison Bakery. The recognition forms part of the 2019 - 2020 A' Design Award & Competition and was reached through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
About the Bronze A' Design Award
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Regarding Happiness Mooncake Package
Happiness mooncake package is a set of gift pack, which consist five boxes with different structure and graphics. The Inbetween Creative design team depicted an image of how local people celebrate Mid autumn festival, by using Chinese style illustration. The illustration demonstrates local buildings and Mid-autumn activities, such as racing dragon boat, beating drums. This gift pack design does not only act as a food container but also a souvenir to promote the culture of Shien city.
About Chao Xu
Chao Xu graduated from UNSW with master degree of Architecture design. Due to her architecture education background, she specialized in how to analysis all the design projects with comprehensive and rational thinking. As a graphic designer, she always fights for the most acute but sensational design solution to a complex problem, she believe a juicy design is the fruit of a profound interestingness.
Award Record
Chao Xu is a winner of 1 A' Design Award, including this recognition.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://designers.org/design-category/packaging
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/100696
- A' Design Award Page: https://competition.adesignaward.com/100696
- Media Showcase: https://www.designnewsroom.com/!100696
- Laureate Profile: https://designers.org/d/273122
- Further Information from the Laureate: http://www.inbetween-design.com/
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Happiness Mooncake Package
- Function
- Mooncake Package
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Black, Midnight Blue, Dark Slate Gray, Steel Blue and Indian Red
- Images
- 5
- Client
- La Maison Bakery
The Recognition
- Laureate
- Chao Xu
- Country
- China
- Recognition
- Bronze A' Design Award
- Edition
- 2019 - 2020
- Design ID
- #100696
Credits
- Team
- Danlin Zhang
- Image Credits
- Collaterals and graphic design items: Chao Xu Photography: Inlight
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- This project started in August 2019 in Hangzhou and finished in September 2019 in Hangzhou. Printed all the boxes in Hubei.
- Specifications
- 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
- Keywords
- package design, logo, handrawing, typography
