NWD Mooncake: A Modern Expression of Chinese Paper Cutting Art

Package Design that Embodies Artisanal Journey

The inspiration behind NWD Mooncake stems from the rich cultural heritage of the Artisanal movement. The design aims to deliver the sentiment of art through the act of giving, allowing individuals to feel the craft and experience the essence of life through art. Chinese paper cutting, a significant form of folk art in Chinese culture, symbolizes festivities and happiness, making it the perfect inspiration for this project.

What sets NWD Mooncake apart is its unique representation of the company's values and aspirations. Each intricate paper cutting encompasses a world of great treasures, representing a state of mind, heritage, and aesthetic appreciation. The layers of the cutting symbolize the inspiration and essence of the company itself.

The realization of NWD Mooncake involved the use of paper laser cutting technology. This technique allowed for precise and intricate designs to be created, capturing the essence of Chinese paper cutting art in a modern and visually striking way.

The design team behind NWD Mooncake consisted of Design Director Joey Lo, Art Director Yvonne Chung, Designer Joey Lo and Vicky Lau, Copywriters Karis Ye and Ivy Wang, and Strategists Karis Ye and Ivy Wang. With their combined expertise and creativity, they successfully brought the vision of NWD Mooncake to life.

The design project took approximately two months to complete and was based in Hong Kong, where NWD is headquartered. Extensive research was conducted to understand the significance of the Mid-Autumn Festival to Chinese people and to establish a strong connection between the design and the corporate identity of NWD.

NWD Mooncake has received recognition for its exceptional design. It was awarded the Bronze A' Design Award in the Packaging Design category in 2018. This prestigious accolade is bestowed upon designs that exhibit outstanding creativity, resourcefulness, and technical skills. NWD Mooncake's incorporation of art, science, design, and technology contributes to quality of life improvements, making it a true testament to NWD's commitment to excellence.