Eternal Moon Umsebenzi Oyinhloko: Iphakheji Ye-Mooncake by Sha Feng and Jiayi Lu

Eternal Moon Umsebenzi Oyinhloko: Iphakheji Ye-Mooncake by Sha Feng and Jiayi Lu is a highly esteemed winner of the very prestigious 2025 Umklomelo Webhulonzi we-A' Design Award in Ukudizayina Ukupakisha Competition Category.

IbhulonziUkupakisha· 2025

Eternal Moon Umsebenzi Oyinhloko: Iphakheji Ye-Mooncake

by Sha Feng and Jiayi Lu

Client: Eternal Moon

Umklomelo Webhulonzi we-A' Design Award Winner in Ukupakisha Category

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The Design

About Eternal Moon Umsebenzi Oyinhloko: Iphakheji Ye-Mooncake

Umbhalo Wencwadi: I-Eternal Moon ibhokisi lesipho eliklanyelwe ama-mooncake. Iphakheji iveza indikimba ye-Mid-Autumn ngombono obanzi, ishiya izinganekwane zesiko emuva futhi igxile ekuhlaleni njalo kwenyanga kanye nesiphetho esihlangene sabantu. Umsebenzi wobuciko ubonisa inyanga ezimeni eziyisishiyagalombili: umlilo, izimbali, amatshe, amafu, ulwandle, umoya, izintaba, kanye nehlathi. Kusetshenziswa ukuphrintwa kombala okukhethekile (spot color printing) kanye nokushisa ngezinhlamvu ze-foil (hot stamping). Ibhokisi elingaphandle lilinganiselwa ku-335 ngo-75 ngo-195 amamilimitha, futhi liphethe amabhokisi amancane e-mooncake alinganiselwa ku-70 ngo-70 ngo-35 amamilimitha.

The Recognition

About the Umklomelo Webhulonzi we-A' Design Award

Eternal Moon Umsebenzi Oyinhloko: Iphakheji Ye-Mooncake iwinile uMklomelo Webhulonzi we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo ephawulekayo eyehlukaniswa ukudala, ubuhlakani nobukhali bengqondo. Abawinile beBhulonzi yimisebenzi enobuchule obukhulu nedala ngokumangalisayo eqinisekisa isipiliyoni esibanzi, umcabango nobuhlakani babaklami babo. Eternal Moon Umsebenzi Oyinhloko: Iphakheji Ye-Mooncake ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo, enobungcweti obuphawulekayo nezinto ezintsha. Lo mklamo owinile uMklomelo Webhulonzi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu ebuciko, esayensi, ekuklameni nasebuchwepheshe futhi uhamba phambili ngenxa yokunaka kwawo imininingwane. Eternal Moon Umsebenzi Oyinhloko: Iphakheji Ye-Mooncake iyanelisa izidingo ngokumangalisayo, ithinta izifiso, iheha imizwa futhi ikhanga ukufuna ukwazi.

Behind the Design

Press Kit

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

Unique Properties: "Eternal Moon" 2023 Mid-Autumn Art Gift Box. We chose to talk about an ancient proposition from another perspective, no longer using Chang'e flying to the moon as the background, nor the moon rabbit pounding medicine, but standing in the context of the post-epidemic era, from a more grand and broad standpoint, we discussed the community of human destiny and the eternity of the moon.
Dimensions & Packaging: Gift Box Length 335mm x Width 75mm x Height 195mm，Mooncake Box Length 70mm x Width 70mm x Height 35mm.
Tags: Branding, Packaging, Eternal Moon
Production Technology: The printing technologies we use are spot color printing and hot stamping process.
Design Challenge: The challenge of packaging design lies in how to cleverly integrate the moon with natural elements such as wind, fire, and clouds, and construct a harmonious and symbiotic natural community through design. This creative process is extremely complex and challenging, and tests the designer's deep understanding of natural aesthetics and innovative expression capabilities.
Inspiration: The inspiration for the packaging comes from the energy balance between the moon and 8 different fields on the earth, which are divided into the moon in fire, the moon in flowers, the moon in stones, the moon in clouds, the moon in the sea, the moon in the wind, the moon in the mountains, and the moon in the forest. Share a box of food with worthy people, treasure a theme painting together, or convey a bit of friendship to others, and put an end to the barriers of the past three years.
Project Duration: The project started in June 2023 in Suzhou, China and finished in August 2024 in Suzhou, China.
Operation Flow: With unique design perspective and exquisite craftsmanship as its core, the packaging is committed to using cutting-edge design concepts, subverting traditions, and carefully reshaping a mooncake brand that fits the aesthetics and needs of consumers in the new era.
Patents: Copyrights belong to Suzhou SoFeng Design Co.,Ltd., 2023.
Team Members: Creative Director：Sha Feng, Art Director: Jiayi Lu, Photographer：Jiayi Lu
Image Credits: Image #1, Image #2, Image #3, Image #4, Image #5: Photographer Jiayi Lu, 2024.