Happiness Bungkusan Mooncake by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Gangsa in Desain Kamasan Competition Category.

GangsaKamasan· 2020

Happiness Bungkusan Mooncake

by Chao Xu

Client: La Maison Bakery

A' Design Award Gangsa Winner in Kamasan Category

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Verified Award Winner

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Colors

The Design

About Happiness Bungkusan Mooncake

Bungkusan mooncake Happiness ko adolah sakumpulan pakej hadiah, nan tadirai dari limo buah kotak jo struktur dan grafis nan balain-lain. Tim desain Inbetween Creative manggambarkan imej bagaimano urang kampuang marayoan Festival Tangah Musim Gugua, jo manggunoan ilustrasi gayo Tionghoa. Ilustrasi tu manunjuakkan bangunan-bangunan lokal dan kagiatan-kagiatan Tangah Musim Gugua, macam balomba parahu naga, manabuah gandang. Desain pakej hadiah ko indak hanyo bafungsi sabagai wadah makanan, tapi juo sabagai cinderamata untuak mampromosikan budaya kota Shien.

The Recognition

About the A' Design Award Gangsa

Happiness Bungkusan Mooncake adolah pamenang A' Design Award Gangsa, sabuah pangakuan nan sangaik bapresti nan dibarikan ka rancangan nan cemerlang nan dicirikan dek kreativitas, kacerdikan jo kabijaksanaan. Pamenang Gangsa adolah karya nan cukuik mahir jo kreatif sacaro mangesankan nan mamastikan pangalaman nan luas, imajinasi jo kacerdikan parancangnyo. Happiness Bungkusan Mooncake dipaokan manjadi bando nan sangaik dihormati, dikagumi jo disayangi, nan profesional jo inovatif sacaro nampak. Rancangan nan manang Gangsa iko mamuek praktik tabaik dalam seni, ilimu, rancangan jo teknologi jo cemerlang dalam parhatian ka rincian. Happiness Bungkusan Mooncake mamanuhi kaparluan jo elok, manyantuah karinduan, mamikaik parasaan jo manarik raso ingin tahu.

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