Mooncake package design (2)

After the graphics created, I start to make the pack.

In order to achieve an impression of simple and pure, I give up gorgeous and tedious traditional decoration, and emphasize demonstration of paper’s value in a package design. As high in fat and sugar (up to 1,000 calories per piece) as they are rich in flavor, mooncakes are usually eaten in small wedges, accompanied by tea. That is also why it nearly always comes in boxes of only four or six, as common gift between family and friends.

So I made my package in two versions: one is for families who buy it and eat at home, so they do not need the individual box for each mooncake, instead they need a big box for the combination of four or six mooncakes; the other version is for people who buy it as a gift, there are small individual boxes for each mooncake, and a big box for six small individual boxes, loaded into a paper bag.

Even they are two versions, the only difference is the combination box and the individual small box, while visual languages are the same.

The overall tone of packaging is beige (not extreme white) with light green of low saturation, no other colors can be found in addition to its box and bag. Compared with the enthusiastic red (or gold) and complex traditional pattern that usually appeared on mooncake package, I only put the name and the figure on the body of the box, and put the functional information such as nutrition graph and ISO symbol on two sides. I want to create interaction with environment and unassertive aesthetic perception to make people feel relax and comfortable. With the light color system, I hope my package makes people mild and quiet and hold aloof from the world.



Imaging this: night falls, the land is bathed in silver moonlight. Families set up tables in their courtyards or sit together on their balconies, chatting and sharing the mooncakes.

They do not need complicated package with several layers and magnificent decorations at all. Together, they enjoy the peaceful enchanting spell of night. I want to make my design to be simple and pure, whose appearance did not immediately command attention but instead became more appealing through use and an enduring aesthetic.


Mooncake package design(1)

Mooncake (simplified Chinese: 月饼) is a bakery cake traditionally eaten during the Mid-Autumn Festival (the 15th of the 8th lunar month).

This festival shows worshipping to the moon, and it is considered as a harvest festival since fruits, vegetables and grain had been harvested by this time. It is celebrated in the evening when families gather together to light lanterns, eat moon cakes and appreciate the round moon. On that night, the moon appears to be at its roundest and brightest. The full moon is a symbol for family reunion, which is why that day is also known as the Festival of Reunion.


The meaning of reunion is not only coming together but also a gathering of relatives at regular intervals or after separation. There are senses of being apart and coming back.

In old Chinese poetry, there is a line “海上生明月,天涯共此时” (By Jiuling Zhang, Tang Dynasty), it means “As the brilliant moonlight shines over the sea, from far away we share this moment together.”

In Chinese culture, the migrators often express their homesick feelings by the meaning of the full moon. The full moon represents the reunion, when over the sea (which represents long distance and being separate) has risen the bright moon, although people far away from each other, they see the same full moon and share the same moment.

So in my new package design, I use the triangles in different scale as the only elements to present the sailing boats on the sea as the figure, the shade under the triangles gives a sense of rising. Its round background stands for the full moon and the immense sea as well.

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There are three reasons why I use triangles as the basic. Firstly, it is the shape of the sail I want to present about the feeling of sea; Secondly, it is from the gridding that I create by repeating triangles. The human relations are like networks; in most Chinese families, there are basically three members like three dots (to build a family triangle) in that network; Last but not least, triangle relies on three aspects, thus it is considered as a structure of diversity and alterable. Mooncakes are rich in flavor, even they are usually round with the palm-sized, sometimes chewy, sometimes flaky. So visually rich is better than tight and monotonous in this case.

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The gridding made by triangles become my reasonable basis. I create the typeface for the package named skin grid font. Actually when you look into the typeface from the grid, you can feel a sense of stereo because of the folded bodies.

The name of the package “月” means “moon” in Chinese. When the skin grid font comes to Chinese characters, it is easy to lose legibility because most of Chinese characters are composed by combination of lines and arcs; but luckily in this case, the gradient of the typeface itself gives “丿” a certain angle of inclination, so it is clearly readable, and the two forms of Chinese character and English character fit well together. So there is no arc in typeface of the name, or the figure. Only the figure itself presents a circle, which symbolized the essence—brilliant moon shines over the sea.


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Poster Design(1)

After I saw those photos about bloody scene of seal hunting, I was shocked. I just want to create a easy way to show how cruel we are: we peeled off their skins just like peeling bananas! I do not think everything must be serious, life can be full of fun. But sometimes, not all of the interesting things should make people feel happy.