Happiness 月餅パッケージ by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award 銅賞 in パッケージデザイン Competition Category.

銅パッケージ· 2020

Happiness 月餅パッケージ

by Chao Xu

Client: La Maison Bakery

A' Design Award 銅賞 Winner in パッケージ Category

13,142

Verified Award Winner

Verify Award Status for #100696

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Happiness 月餅パッケージ

Happiness mooncakeパッケージは、さまざまな構造とグラフィックの5つのボックスで構成されるギフトパックのセットです。インビトウィーンクリエイティブデザインチームは、中華風のイラストを使用して、地元の人々が中秋節を祝う様子をイメージしました。この図は、地元の建物と、中秋のアクティビティ（ドラゴンボートのレース、太鼓の叩きなど）を示しています。このギフトパックのデザインは、食品の容器としてだけでなく、紫苑市の文化を広めるお土産にもなります。

The Recognition

About the A' Design Award 銅賞

Happiness 月餅パッケージは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Happiness 月餅パッケージは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Happiness 月餅パッケージは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。

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