Eternal Moon Bungkusan Kuih Bulan by Sha Feng and Jiayi Lu

Eternal Moon Bungkusan Kuih Bulan by Sha Feng and Jiayi Lu is a highly esteemed winner of the very prestigious 2025 A' Design Award Gangsa in Reka Bentuk Pembungkusan Competition Category.

GangsaPembungkusan· 2025

Eternal Moon Bungkusan Kuih Bulan

by Sha Feng and Jiayi Lu

Client: Eternal Moon

A' Design Award Gangsa Winner in Pembungkusan Category

16,003
Verified Award Winner
Verify Award Status for #171257

View at A' Design Award Press Release Award Badge

Colors

The Design

About Eternal Moon Bungkusan Kuih Bulan

Eternal Moon ialah kotak hadiah yang direka untuk kuih bulan. Bungkusan ini mempersembahkan tema Pertengahan Musim Luruh dari perspektif yang luas, mengetepikan legenda tradisional dan memberi tumpuan kepada keabadian bulan serta takdir bersama manusia. Karya seni ini memaparkan bulan dalam lapan latar: api, bunga, batu, awan, laut, angin, gunung dan hutan. Percetakan warna khas dan cap panas digunakan. Kotak luar berukuran 335 kali 75 kali 195 milimeter dan memuatkan kotak kuih bulan yang lebih kecil berukuran 70 kali 70 kali 35 milimeter.

The Recognition

About the A' Design Award Gangsa

Eternal Moon Bungkusan Kuih Bulan ialah pemenang A' Design Award Gangsa, pengiktirafan yang amat berprestij yang dianugerahkan kepada reka bentuk cemerlang yang dicirikan oleh kreativiti, kecerdikan dan ketajaman fikiran. Pemenang Gangsa ialah artifak yang amat mahir dan sangat kreatif yang membuktikan pengalaman luas, imaginasi dan akal budi pereka bentuknya. Eternal Moon Bungkusan Kuih Bulan diharapkan menjadi objek yang sangat dihargai, dikagumi dan disayangi, sangat profesional dan inovatif. Reka bentuk pemenang A' Design Award Gangsa ini merangkumi amalan terbaik dalam seni, sains, reka bentuk dan teknologi, dan cemerlang dalam perhatiannya terhadap butiran. Eternal Moon Bungkusan Kuih Bulan memenuhi keperluan dengan indah, menyentuh keinginan, memikat perasaan dan menarik rasa ingin tahu.

Behind the Design

Press Kit

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

Unique Properties: "Eternal Moon" 2023 Mid-Autumn Art Gift Box. We chose to talk about an ancient proposition from another perspective, no longer using Chang'e flying to the moon as the background, nor the moon rabbit pounding medicine, but standing in the context of the post-epidemic era, from a more grand and broad standpoint, we discussed the community of human destiny and the eternity of the moon.
Dimensions & Packaging: Gift Box Length 335mm x Width 75mm x Height 195mm，Mooncake Box Length 70mm x Width 70mm x Height 35mm.
Tags: Branding, Packaging, Eternal Moon
Production Technology: The printing technologies we use are spot color printing and hot stamping process.
Design Challenge: The challenge of packaging design lies in how to cleverly integrate the moon with natural elements such as wind, fire, and clouds, and construct a harmonious and symbiotic natural community through design. This creative process is extremely complex and challenging, and tests the designer's deep understanding of natural aesthetics and innovative expression capabilities.
Inspiration: The inspiration for the packaging comes from the energy balance between the moon and 8 different fields on the earth, which are divided into the moon in fire, the moon in flowers, the moon in stones, the moon in clouds, the moon in the sea, the moon in the wind, the moon in the mountains, and the moon in the forest. Share a box of food with worthy people, treasure a theme painting together, or convey a bit of friendship to others, and put an end to the barriers of the past three years.
Project Duration: The project started in June 2023 in Suzhou, China and finished in August 2024 in Suzhou, China.
Operation Flow: With unique design perspective and exquisite craftsmanship as its core, the packaging is committed to using cutting-edge design concepts, subverting traditions, and carefully reshaping a mooncake brand that fits the aesthetics and needs of consumers in the new era.
Patents: Copyrights belong to Suzhou SoFeng Design Co.,Ltd., 2023.
Team Members: Creative Director：Sha Feng, Art Director: Jiayi Lu, Photographer：Jiayi Lu
Image Credits: Image #1, Image #2, Image #3, Image #4, Image #5: Photographer Jiayi Lu, 2024.