Dongguan City Xinyuan Food Co Ltd, originated in 1966 and registered in 1984, is a comprehensive food processing and sales enterprise, mainly producing and selling mooncakes, moon cake fillings, sausages, cured meat, egg rolls, various cookies, biscuits, cakes, crisps, fried snacks, dried fruit, candies and many more. After decades of years’ development, Xinyuan Food has numbers of self-operated stores as well as two hundred franchisers with its products sold to the United States, Canada, Hong Kong, the Eastern China and the Pearl River Delta.
Mooncake is the traditional food in the Mid-Autumn festival, one of the most important traditional festivals in China. Thousands of years Chinese family get together on that day and share mooncakes, enjoy gazing the moon at its brightest and fullest size of the year. Mooncake is always regarded as great gifts for individuals and business. The Gold collection is the high-end collection of Xinyuan Food, contains 3 classic flavors, white lotus seed paste with salted egg yolks, salted meat with assorted nuts, walnuts and olives with
red bean paste. Our challenge was to highlight the quality of the products, and help the products to stand out among numerous competitors.
Box team chose the dark brown matching gold to reflect the grade of the collection. With the bright moon and stars in the clear sky, the hanging lanterns brought out the theme atmosphere of the traditional Mid-Autumn Festival, and the lotus flowers and leaves drew with lines conveyed an exquisite and noble temperament. The irregular line patterns, like the paper-cut for window decoration, were used to distinguish different flavors, expressing each other’s blessings to reunion by the beautiful scenery in front of the window. Overall, the modern style background patterns, combining with the Chinese traditional design cues, formed a combination of Chinese and western style, making the packaging fashionable with visual impact to appeal to more new audiences.
- Agency/Creative: Box Brand Design
- Article Title: Box Brand Design Create Packaging Design for Xin Yuan Mooncake Golden Series
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Hong Kong
- Agency/Creative City: Hong Kong
- Market Region: Asia
- Project Deliverables: Brand Design, Graphic Design, Packaging Design
- Format: Box
- Substrate: Metal
- Industry: Food/Beverage
- Keywords: Mooncake, Mid-Autumn Festival, Mooncake Festival, Packaging, Design, Printing, Gift, Packaging Design, Chinese, Japan, Japanese, Box
Design Director: Joey Lo
Art Director: Yvonne Chung
Designer: Crystal Hu