Happiness Mooncake Paketi by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Bronz Ödülü in Ambalaj Tasarımı Competition Category.

BronzAmbalaj· 2020

Happiness Mooncake Paketi

by Chao Xu

Client: La Maison Bakery

A' Design Award Bronz Ödülü Winner in Ambalaj Category

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Verified Award Winner
Verify Award Status for #100696

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Colors

The Design

About Happiness Mooncake Paketi

Happiness mooncake paketi, farklı yapı ve grafiklere sahip beş kutudan oluşan bir hediye paketi setidir. Inbetween Creative tasarım ekibi, Çin tarzı illüstrasyonlar kullanarak yerel halkın Sonbahar Ortası festivalini nasıl kutladığına dair bir resim çizdi. Resimde yerel binalar ve ejderha yarışı, davul çırpma gibi sonbahar ortası etkinlikleri gösterilmektedir. Bu hediye paketi tasarımı sadece bir yemek kabı olarak değil, aynı zamanda Shien şehrinin kültürünü tanıtmak için bir hatıra görevi görüyor.

The Recognition

About the A' Design Award Bronz Ödülü

Happiness Mooncake Paketi, A' Design Award Bronz Ödülü kazananıdır; bu, yaratıcılık, buluş gücü ve kurnazlıkla öne çıkan olağanüstü tasarımlara verilen son derece prestijli bir tanınırlıktır. Bronz kazananlar, tasarımcılarının engin deneyimini, hayal gücünü ve becerikliliğini doğrulayan fazlasıyla yetenekli ve çarpıcı biçimde yaratıcı nesnelerdir. Happiness Mooncake Paketi, çok itibar gören, hayranlıkla izlenen ve sevilen, dikkat çekici derecede profesyonel ve yenilikçi bir nesne olması beklenir. A' Design Award Bronz Ödülü kazanan bu tasarım, sanat, bilim, tasarım ve teknolojideki en iyi uygulamaları bünyesinde barındırır ve ayrıntıya gösterdiği özenle mükemmeldir. Happiness Mooncake Paketi ihtiyaçları muhteşem biçimde karşılar, arzulara dokunur, duyguları büyüler ve merakı çeker.

Behind the Design

Press Kit

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

Unique Properties: This is a set of mooncake package design for La Maison Bakery, which consist 5 slightly different box shapes. La Maison Bakery is a famous local bakery in Hubei province, they want to launch a new mooncake gift set which can reflect local characteristics of Hubei, including architecture, culture and mid-autumn festival activities.
Dimensions & Packaging: lid and base box: 360mm x 360mm x 55mm
drawer box: 385mm x 250mm x 190mm
double sides open box: 270mm x 380mm x 160mm
Tags: package design, logo, handrawing, typography
Production Technology: Those five package series need to have different structures which means they need to be opened in various ways. Designers need to take all the aspects into consideration in advance. For example, the most expensive one is the orange box, which will open like a book from middle.
Design Challenge: The final products consist 5 different packages, with 5 different structure and size, meanwhile should look like a complete set of package series and in a narrative manner.
Research: The design team went to Enshi city which is the most significant scenic area in Hubei province, not only the local building but also its rich tourism activities make the place attractive. The illustration somehow demonstrate the feature of Enshi city meanwhile mixed some mid-autumn festival activities into the drawing, such as dragon boat racing, lighten the sky lanterns etc.
Inspiration: During Mid-autumn festival, Shien city will turn into a lively place, where people will eat mooncake, beat drums and race dragon boats to celebrate the festival. Designers wanted to depict this flourishing scene on the package. Designer team painted a magnificent picture of mid autumn festival by hand drawing illustration, then been cut into 5 parts for each package. the mooncake package serve as a tool to promote the culture of Shien city by applying Chinese style illustration.
Project Duration: This project started in August 2019 in Hangzhou and finished in September 2019 in Hangzhou. Printed all the boxes in Hubei.
Operation Flow: After several rounds of discussions with our clients, the designers need to understand how consumers prefer while purchasing mooncake gift pack, if the box is too small, people will consider it not worthwhile as a gift, however if the size is too big, it will not be convenient for them to carry around. It is important to take all the facts into consideration while designing. The design team eventually came up five different packages to fit different need and budgets.
Patents: Trademark(2019) La Maison Bakery
Team Members: Creative Director: Chao Xu
Illustration: Danlin Zhang
Image Credits: Collaterals and graphic design items: Chao Xu
Photography: Inlight