Sheng Ming Yue Қуттии туҳфаи кеки моҳ by Hu Wan, Li Jianpeng and Shi Xiaoxia

Sheng Ming Yue Қуттии туҳфаи кеки моҳ by Hu Wan, Li Jianpeng and Shi Xiaoxia is a highly esteemed winner of the very prestigious 2024 Ҷоизаи биринҷии A' Design Award in Дизайни бастабандӣ Competition Category.

БиринҷБастабандӣ· 2024

Sheng Ming Yue Қуттии туҳфаи кеки моҳ

by Hu Wan, Li Jianpeng and Shi Xiaoxia

Client: Netease Yanxuan Trading Co. Ltd

Ҷоизаи биринҷии A' Design Award Winner in Бастабандӣ 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 Қуттии туҳфаи кеки моҳ

Дар давоми Иди Миёнаи Тирамоҳ, кекҳои моҳ барои туҳфа додан ва истеъмоли шахсӣ истифода мешаванд. Аммо, чун бастабандӣ тадриҷан ҳашаматноктар ва исрофкоронатар мегардад, даста огоҳона қуттии туҳфаи кеки моҳро фишурдатар ва зистмуҳитдӯсттар тарроҳӣ кард. Sheng Ming Yue моҳи дурахшонеро тасвир мекунад, ки аз болои баҳр мебарояд ва орзуи мардуми Чин ба воҳидӣ ва чизҳои зебо ифода мекунад, дар ҳоле ки хусусиятҳои туҳфадиҳии баландсифатро нигоҳ медорад ва сифат ва амиқии фарҳанги суннатии чинӣро муҷассам мегардонад. Ҳадаф пешниҳоди роҳи баландсифат ва дастрас барои ҷашни ид мебошад ва дар айни замон тарзи ҳаёти устуворро тарғиб мекунад.

The Recognition

About the Ҷоизаи биринҷии A' Design Award

Sheng Ming Yue Қуттии туҳфаи кеки моҳ ғолиби Ҷоизаи биринҷии A' Design Award аст, ки эътирофи басо обрӯманд буда, ба тарҳҳои барҷаста дода мешавад, ки бо эҷодкорӣ, зеҳни тез ва зиракӣ фарқ мекунанд. Ғолибони биринҷ артефактҳои хеле моҳир ва ба таври ҷолиб эҷодкоронаанд, ки таҷрибаи васеъ, тасаввурот ва зеҳни тарроҳони худро тасдиқ мекунанд. Интизор меравад, ки Sheng Ming Yue Қуттии туҳфаи кеки моҳ ашёи хеле қадршуда, мавриди таҳсин ва маҳбуб бошад, ки ба таври назаррас касбӣ ва навоварона аст. Ин тарҳи ғолиби Ҷоизаи биринҷии A' Design Award беҳтарин амалияро дар санъат, илм, тарроҳӣ ва технология дар бар мегирад ва бо диққати худ ба тафсилот аъло аст. Sheng Ming Yue Қуттии туҳфаи кеки моҳ эҳтиёҷотро бо зебоӣ қонеъ мекунад, ба хостаҳо даст мерасонад, эҳсосотро мафтун месозад ва кунҷковиро ҷалб мекунад.

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