Chao Xu's "Happiness" Mooncake Package: A Celebration of Mid-Autumn Festival

La Maison Bakery's Unique Mooncake Package Design Reflects Hubei's Local Characteristics

The "Happiness" mooncake package design was conceived during the Mid-Autumn Festival, a time when Shien City comes alive with people eating mooncakes, beating drums, and racing dragon boats. The design team hand-drew a magnificent illustration of these festivities, which was then divided into five parts, each adorning a different package. This approach not only captures the essence of the festival but also promotes the culture of Shien City.

The package design is unique for its five slightly different box shapes, each reflecting the local characteristics of Hubei, including its architecture, culture, and Mid-Autumn Festival activities. The boxes are designed to open in various ways, with the most expensive one, the orange box, opening like a book from the middle. This attention to detail and consideration for the user experience sets the design apart.

The design team faced the challenge of creating five different packages, each with a different structure and size, while maintaining a cohesive look and narrative. They also had to consider practical factors such as the size of the box, which could not be too small to be considered unworthy as a gift, nor too large to be inconvenient to carry. After several rounds of discussions with the client and understanding consumer preferences, the team successfully designed five different packages to fit different needs and budgets.

The design process involved extensive research, including a visit to Enshi City, the most significant scenic area in Hubei province. The team incorporated elements of the city's local buildings and tourism activities into the illustration, along with Mid-Autumn Festival activities such as dragon boat racing and sky lantern lighting. The result is a design that not only serves as a food container but also as a souvenir promoting the culture of Shien City.

The "Happiness" mooncake package design project started in August 2019 in Hangzhou and was completed in September 2019. The boxes were printed in Hubei. The design was awarded Bronze in the A' Packaging Design Award in 2020, a prestigious award bestowed upon outstanding and creatively ingenious designs that demonstrate strong technical and creative skills and contribute to quality of life improvements.