Chinese Mooncake Sepakapaka sa Lebokose la Mpho by Litete Brand Design is a highly esteemed winner of the very prestigious 2021 Moputso oa Khauta oa A' Design Award in Moralo wa Phuthelo Competition Category.

KhautaPhuthelo· 2021

Chinese Mooncake Sepakapaka sa Lebokose la Mpho

by Litete Brand Design

Client: Litete Brand Design

Moputso oa Khauta oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Chinese Mooncake Sepakapaka sa Lebokose la Mpho

Chinese Mooncake ke lebokose la mpho le entsoeng bakeng sa li-mooncake tse fanoang nakong ea Mokete oa Mid-Autumn. Lebokose le ka ntle le latela sebopeho sa lebokose la lijo la setso sa Machaena. Setšoantšo se entsoeng ka mokhoa oa boroto se bonts'a pono e tsoang holimo ea mokete oa Leloko la Borena la Tang, ho kenyelletsoa meaho ea lehong le batantshi. Karolo ka 'ngoe ea setšoantšo e arotsoe ka mokhoa oa die-cutting ebe e boetse e kopanngoa hape, kahoo sepakapaka se fumana botebo le maemo a fapaneng. Lebokose le ka hare le hlahisa metsamao ea tantshi e tsoang ho Rainbow Skirt le Feather Coat, e kopantsoeng le mebala ea khale ea Machaena joalo ka bopherese ba borena le botala ba lehlaka.

The Recognition

About the Moputso oa Khauta oa A' Design Award

Chinese Mooncake Sepakapaka sa Lebokose la Mpho ke mohapi oa Moputso oa Khauta oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo ea maemo a pele, e ntle ka ho makatsa le e ikhethang. Bahapi ba Khauta ke lintho tse hlahisitsoeng tse nang le mehopolo e mecha haholo, tse shebileng pele le tse khanyang ka ho foufatsa, tse bontšang botsebi, bohlale le bokhoni ba baqapi ba tsona. Chinese Mooncake Sepakapaka sa Lebokose la Mpho e lebelletsoe ho ba mohopolo o babatsoang haholo, o thehang mekhoa e mecha le o moholo, o tlisang boleng bo sa kang ba bonoa. Moralo ona o hapileng Moputso oa Khauta oa A' Design Award ke mosebetsi o tsosang maikutlo, o hlomphehang, o tlisang molemo o moholo le o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Chinese Mooncake Sepakapaka sa Lebokose la Mpho e hlahisa maikutlo a matla a takatso, e tsosa tjantjello, e khothalletsa boqapi mme e re khahlisa.

Behind the Design

Press Kit

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

Unique Properties: 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.
Dimensions & Packaging: Outer box size:340mmx220mmx55mm
Inner box size:85mmx85mmx38mm
Tags: Moon cake packaging, Chinese traditional culture, Tang Dynasty, classical, Mid-Autumn Festival
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project started in Tianjin in July 2020, completed in Tianjin in August 2020, and exhibited in Tianjin in September 2020.
Operation Flow: 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.
Patents: Copyrights belong to Langcer Lee, 2020.
Team Members: 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
Image Credits: 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.