Litete Brand Design ᱨᱮᱱᱟᱜ Chinese Mooncake ᱥᱚᱦᱨᱟᱭ ᱵᱟᱠᱚᱥ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2021 A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱥᱳᱱᱟᱯᱮᱠᱮᱡᱤᱝ· 2021
Chinese Mooncake ᱥᱚᱦᱨᱟᱭ ᱵᱟᱠᱚᱥ ᱯᱮᱠᱮᱡᱤᱝ
Litete Brand Design ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Litete Brand Design
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#111173 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Chinese Mooncake ᱥᱚᱦᱨᱟᱭ ᱵᱟᱠᱚᱥ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱪᱤᱱᱤᱡᱽ ᱢᱩᱱᱠᱮᱠ ᱫᱚ ᱢᱤᱫᱴᱟᱝ ᱥᱚᱦᱨᱟᱭ ᱵᱟᱠᱚᱥ ᱠᱟᱱᱟ ᱚᱠᱟ ᱫᱚ ᱢᱤᱰ-ᱚᱴᱚᱢ ᱯᱚᱨᱚᱵ ᱨᱮ ᱮᱢᱚᱜ ᱢᱩᱱᱠᱮᱠ ᱞᱟᱹᱜᱤᱫ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ ᱾ ᱵᱟᱦᱨᱮ ᱨᱮᱭᱟᱜ ᱵᱟᱠᱚᱥ ᱫᱚ ᱯᱟᱹᱦᱤᱞ ᱨᱮᱭᱟᱜ ᱪᱤᱱᱤᱡᱽ ᱡᱚᱢᱟᱜ ᱵᱟᱠᱚᱥ ᱞᱮᱠᱟᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ ᱾ ᱢᱤᱫᱴᱟᱝ ᱥᱩᱭᱟᱹᱢ ᱠᱟᱹᱢᱤ ᱞᱮᱠᱟᱱ ᱪᱤᱛᱟᱹᱨ ᱨᱮ ᱴᱟᱝ ᱨᱟᱡᱽ ᱡᱩᱜᱽ ᱨᱮᱭᱟᱜ ᱢᱤᱫᱴᱟᱝ ᱵᱷᱚᱡᱽ ᱪᱮᱛᱟᱱ ᱠᱷᱚᱱ ᱧᱮᱞᱚᱜ ᱠᱟᱱᱟ, ᱚᱱᱟ ᱨᱮ ᱠᱟᱴ ᱨᱮᱭᱟᱜ ᱚᱲᱟᱜ ᱛᱮᱭᱟᱨ ᱟᱨ ᱮᱱᱮᱡᱤᱭᱟᱹ ᱠᱚ ᱢᱮᱱᱟᱜ ᱠᱚᱣᱟ ᱾ ᱪᱤᱛᱟᱹᱨ ᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱢᱤᱫ ᱦᱟᱹᱴᱤᱧ ᱫᱚ ᱰᱟᱭ-ᱠᱟᱴᱤᱝ ᱛᱮ ᱦᱟᱹᱴᱤᱧ ᱟᱠᱟᱱᱟ ᱟᱨ ᱫᱚᱦᱲᱟ ᱡᱩᱲᱟᱹᱣ ᱟᱠᱟᱱᱟ, ᱚᱱᱟᱛᱮ ᱯᱮᱠᱮᱡᱤᱝ ᱨᱮ ᱰᱷᱮᱨ ᱜᱮᱦᱮᱨ ᱟᱨ ᱛᱟᱦᱟᱹᱨ ᱧᱮᱞᱚᱜ ᱠᱟᱱᱟ ᱾ ᱵᱷᱤᱛᱨᱤ ᱨᱮᱭᱟᱜ ᱵᱟᱠᱚᱥ ᱨᱮ ᱨᱮᱭᱱᱵᱚ ᱥᱠᱟᱨᱴ ᱟᱨ ᱯᱷᱮᱫᱚᱨ ᱠᱚᱴ ᱨᱮᱭᱟᱜ ᱮᱱᱮᱡ ᱠᱚ ᱩᱫᱩᱜ ᱟᱠᱟᱱᱟ, ᱚᱱᱟ ᱥᱟᱶᱛᱮ ᱨᱟᱡᱽ ᱵᱮᱝᱜᱟᱹᱱᱤ ᱟᱨ ᱢᱟᱫ ᱦᱟᱹᱨᱤᱭᱟᱹᱲ ᱞᱮᱠᱟᱱ ᱯᱟᱹᱦᱤᱞ ᱪᱤᱱᱤᱡᱽ ᱨᱚᱝ ᱠᱚ ᱢᱮᱥᱟ ᱟᱠᱟᱱᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Chinese Mooncake ᱥᱚᱦᱨᱟᱭ ᱵᱟᱠᱚᱥ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱟᱨ ᱥᱩᱱᱫᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Chinese Mooncake ᱥᱚᱦᱨᱟᱭ ᱵᱟᱠᱚᱥ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. It also highlights this dynasty's magnificent wooden architecture and reproduces Yang Guifei's graceful dance movements. The inner box was designed based on dance movements from Rainbow Skirt and Feather Coat. This was combined with classical Chinese colors such as royal purple and bamboo green to reflect the Tang Dynasty's grandeur, the Chinese classics'elegance, and wishes for a happy life.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Outer box size:340mmx220mmx55mm
Inner box size:85mmx85mmx38mm - ᱴᱮᱜ ᱠᱚ
- Moon cake packaging, Chinese traditional culture, Tang Dynasty, classical, Mid-Autumn Festival
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. Each part of the illustration is separated by die-cutting, and the final packaging is more layered.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The difficulty of this design is that there are few records about the neon clothes and feather dance, and it is more difficult to restore the architecture, costumes, makeup, musical instruments, and dance poses. Even so, we checked many documents, which greatly restored the scene at that time.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- The Mid-Autumn Festival is a traditional festival celebrated in China. It gained widespread popularity in the Tang Dynasty and became a nationwide holiday. According to legend, the Tang Emperor Xuan Zong dreamt he had traveled to the Palace of the Moon, where he saw celestial women, clothed in feathers and rosy clouds dancing in the sky. After the Emperor awoke, his favourite concubine Yang Guifei, renowned as one of the four most beautiful women in Chinese history, choreographed and performed the famous dance, 'Rainbow Skirt and Feathered Coat,'according to the Emperor's recollection.
- ᱯᱨᱮᱨᱚᱱᱟ
- In order to reproduce the magnificent scenery of the Tang Dynasty palace, this design was created after consultig many historical documents, viewing images of murals at Dunhuang, and visiting ancient buildings from the Tang Dynasty to use these aspects as the basis for creating a design to restore the Tang Dynasty's historical prosperity.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in Tianjin in July 2020, completed in Tianjin in August 2020, and exhibited in Tianjin in September 2020.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The outer box as a whole is a traditional Chinese food box style, using a three-dimensional paper sculpture to separate the characters and scenes through die cutting, and then collage them into a complete illustration, which increases the sense of hierarchy and space of the packaging. The inner box combines the opening with the packaging illustration. The entire tongue part adopts the style of traditional Chinese typography, forming a natural division. When the consumer opens the box, a complete illustration pops up in front of them.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Copyrights belong to Langcer Lee, 2020.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director：Langcer Lee
Designers:Yang Jie
Designers:Guo LinWei
Designers:Riso Guo
Designers:Limo Pan
Illustrator:Zhang Fan
Illustrator:Zhang JiaNi
Photographer:Jiang Tao - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Image #No1 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No2 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No3 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No4 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Image #No5 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
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