Sheng Ming Yue Lebokoso la Mpho la Kuku ya Kgwedi by Hu Wan, Li Jianpeng and Shi Xiaoxia

Sheng Ming Yue Lebokoso la Mpho la Kuku ya Kgwedi by Hu Wan, Li Jianpeng and Shi Xiaoxia is a highly esteemed winner of the very prestigious 2024 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2024

Sheng Ming Yue Lebokoso la Mpho la Kuku ya Kgwedi

by Hu Wan, Li Jianpeng and Shi Xiaoxia

Client: Netease Yanxuan Trading Co. Ltd

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

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The Design

About Sheng Ming Yue Lebokoso la Mpho la Kuku ya Kgwedi

Ka nako ya Moketjana wa Kgwedi ya Bohareng ba Selemo, dikuku tsa kgwedi di sebediswa ho fanwa le ho jewa. Leha ho le jwalo, ha dikhokahanyo di ntse di eketseha bophara le tshenyego, sehlopha se ile sa hlophisa ka boikemisetso lebokoso la mpho la kuku ya kgwedi le kopaneng haholoanyane mme le babalang tikoloho. Sheng Ming Yue e bontsha kgwedi e kganya e hlahang hodima lewatle, e supa takatso ya batho ba Machajina bakeng sa kopano le dintho tse ntle, mme e boloka dithepa tsa boleng bo phahameng tsa ho fana mpho ha e ntse e emela boleng le botebo ba setso sa setjhaba sa Machajina. Sepheo ke ho fana ka tsela ya boleng bo phahameng le ya theko e tlase ya ho keteka moketjana ha e ntse e kgothaletsa mokhoa wa bophelo o tsitsitseng.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Sheng Ming Yue Lebokoso la Mpho la Kuku ya Kgwedi ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Sheng Ming Yue Lebokoso la Mpho la Kuku ya Kgwedi e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Sheng Ming Yue Lebokoso la Mpho la Kuku ya Kgwedi e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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