Sheng Ming Yue Kotak Hadiah Kue Bulan by Hu Wan, Li Jianpeng and Shi Xiaoxia

Sheng Ming Yue Kotak Hadiah Kue Bulan by Hu Wan, Li Jianpeng and Shi Xiaoxia is a highly esteemed winner of the very prestigious 2024 A' Design Award Gangsa in Desain Kamasan Competition Category.

GangsaKamasan· 2024

Sheng Ming Yue Kotak Hadiah Kue Bulan

by Hu Wan, Li Jianpeng and Shi Xiaoxia

Client: Netease Yanxuan Trading Co. Ltd

A' Design Award Gangsa Winner in Kamasan Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Sheng Ming Yue Kotak Hadiah Kue Bulan

Pado Festival Bulan Tangah Musim Gugur, kue bulan untuak dikasiah hadiah jo dikonsumsi surang. Namun, karano pembungkusan nan kian mewah jo sia-sia, tim ko sacaro sadar marancang kotak hadiah kue bulan nan labiah padat jo ramah lingkungan. Sheng Ming Yue mangambarkan bulan nan tarang naiak dari lauik, manyatakon karinduan urang Cino akan basatu baliak jo hal-hal nan elok, mampertahankan sifat hadiah barmutu tinggi sambia mawujudkan kualitas jo kaluasan budaya tradisional Cino. Tujuannyo adolah manawarkan caro nan barmutu tinggi jo terjangkau untuak marayokan festival sambia mamajukan gaya hiduik bakalanjutan.

The Recognition

About the A' Design Award Gangsa

Sheng Ming Yue Kotak Hadiah Kue Bulan 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. Sheng Ming Yue Kotak Hadiah Kue Bulan 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. Sheng Ming Yue Kotak Hadiah Kue Bulan 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: During the traditional Mid-Autumn Festival, consumers purchase mooncake gift boxes for gifting and personal consumption. However, as packaging becomes increasingly luxurious and wasteful, designers consciously designed a more compact and eco-friendly mooncake gift box. It maintains high-quality gifting properties while embodying the quality and depth of Chinese traditional culture. The goal is to offer a high quality and affordable way to celebrate the festival while promoting a sustainable lifestyle.
Dimensions & Packaging: Width：200mm x Depth:110mm x Height：255mm
Tags: Oriental Aesthetics, Package Design
Production Technology: As the gift box unfolds on both sides, a bright moon slowly rises with people's thoughts of reunion. The starry sky design makes one feel the insignificance of the individual and further enhances the longing for togetherness.
The combination of the Chinese folding fan and the bright moon highlights the festive atmosphere of the Mid-Autumn Festival and showcases traditional Chinese culture.
Design Challenge: The structure has always been the biggest challenge in presenting the overall effect. To create a feeling of the rising moon when the folding fan is opened with the box, while ensuring the stability and rationality of the connection between the paper fan and the box to maximize the use of space inside the box, higher requirements have been proposed. After structural verification and three rounds of prototype testing, the team have found the current structural solution.
Research: Due to the intense competition in the Mid-Autumn mooncake gift box market, more and more products are adding luxurious decorations and additional gifts to increase competitiveness. However, in the face of excessive waste and neglect of the festival culture itself, designers hope to prioritize the sense of ritual and appropriate packaging by comparing multiple similar products. This approach encourages consumers to focus on the traditional meaning of the festival and the essence of life, free from distractions.
Inspiration: Inspired by the ancient poem "As the bright moon shines over the sea, From far away you share this moment with me", the design depicts a bright moon rising over the sea under the vast starry sky, expressing the Chinese people's yearning for reunion and beautiful things, as well as the emotions and artistic conception of missing distant relatives and friends on a quiet night.
Project Duration: The project started in May 2023 in Hangzhou and finished in August 2023 in Guangzhou, and was exhibited in September 2023.
Operation Flow: The team established a creative concept and conducted structural research to achieve the desired effect. Simultaneously, designer began graphic design and explored several structural options before selecting the final box structure. Then applied the internal and external graphic design to the chosen structure. After three rounds of structural prototypes and two rounds of exterior design prototypes, design team confirmed the product.
Team Members: Hu Wan
Li Jianpeng
Shi xiaoxia
Image Credits: Creative Director Hu Wan
Designer Li Jianpeng