Happiness Mooncake To'plami by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Bronza Mukofoti in Qadoqlash Dizayni Competition Category.

BronzaQadoqlash· 2020

Happiness Mooncake To'plami

by Chao Xu

Client: La Maison Bakery

A' Design Award Bronza Mukofoti Winner in Qadoqlash Category

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Colors

The Design

About Happiness Mooncake To'plami

Baxt oyliklari to'plami turli xil tuzilish va grafikali beshta qutidan iborat sovg'alar to'plamidir. Inbetween Creative dizaynerlik guruhi mahalliy uslubda xitoy uslubidagi rasmlardan foydalangan holda mahalliy odamlar O'rta kuz festivalini qanday nishonlashlarini tasvirlashdi. Rasmda mahalliy binolar va kuzning o'rtalarida, masalan, ajdaho qayig'ida yugurish, do'mbiralarni urish kabi tadbirlar namoyish etiladi. Ushbu sovg'alar to'plami dizayni nafaqat oziq-ovqat idishlari, balki Shien shahri madaniyatini targ'ib qilish uchun yodgorlik vazifasini ham bajaradi.

The Recognition

About the A' Design Award Bronza Mukofoti

Happiness Mooncake To'plami A' Design Award Bronza Mukofotining g‘olibi bo‘lib, bu ijodkorlik, zukkolik va topqirlik bilan ajralib turuvchi a’lo dizaynlarga beriladigan o‘ta nufuzli e’tirofdir. Bronza g‘oliblari o‘z dizaynerlarining keng tajribasi, tasavvuri va topqirligini tasdiqlovchi juda mohir va hayratlanarli darajada ijodiy buyumlardir. Happiness Mooncake To'plami yuqori qadrlanadigan, hayrat bilan qaraladigan va suyukli, diqqatga sazovor darajada kasbiy va innovatsion buyum bo‘lishi kutiladi. A' Design Award Bronza Mukofotini qo‘lga kiritgan ushbu dizayn san’at, fan, dizayn va texnologiyadagi eng yaxshi amaliyotlarni o‘zida mujassam etadi va tafsilotlarga e’tibori bilan a’lodir. Happiness Mooncake To'plami ehtiyojlarni go‘zal qondiradi, istaklarga tegadi, tuyg‘ularni maftun etadi va qiziqishni jalb qiladi.

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