Come every Mid-autumn festival, one particular mooncake specialist is always hard at work, passionately pursuing exciting and adventurous new flavors. Casahana continuously raises the benchmark on both their exquisite taste offerings as well as their unique gift packaging. This year, they wanted to take a bold approach by making their gift packaging more elegant with wonderful surprises to evoke happy memories. Mooncakes as it turned out, are steeped in myth and tradition. The pop-up packaging design takes influence from the Jade Rabbit story, an ancient legend of a rabbit that sacrifices itself to honor a god. In return, the god restores the rabbit to life and creates an impression of him on the moon. The story references Casahana who is willing to sacrifice their time and resources in order to come up with the best recipe for their mooncakes. The vintage Chinese emblems, patterns, and pop-up Jade Rabbit dress the brand in mythical flair.
CREDIT
- Agency/Creative: Ding Xin Ning
- Article Title: Students Create New Moon Cake Packaging Design Casahana Malaysia
- Organisation/Entity: Student, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Malaysia
- Market Region: Asia
- Project Deliverables: Brand Identity, Graphic Design, Packaging Design, Product Architecture
- Format: Box
- Substrate: Pulp Paper
