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. Xinyuan Food launched new mooncake collection targeted to new generations, which contained two flavors, lava red bean paste with orange peel mooncake and lava custard mooncake.
Box team considered to bring something new whilst remaining traditional cultural characteristics on the packaging design. Taking the full moon as the conceptual inspiration, kinds of Mid-Autumn elements and auspicious symbols were used to form into circles of exquisite patterns. The combination of different sizes of circles was like the moon, also like flowers, interesting as well as ingenious. In the choice of color, creamy yellow and pink are related to its flavor, also popular with the young people. Overall, the packaging reflected the regards hidden behind layers of tastes, making people enjoy the product in a joyous reunion atmosphere.
At the first glance, the patterns were also looked like delicate lace, which was rarely used as Chinese traditional food packaging design. That’s our purpose to combine modern design style with traditional characters. Obviously, we achieved on the packaging design of the new mooncake collection of Xinyuan Food.
- Agency/Creative: Box Brand Design
- Article Title: Box Brand Design Create Packaging for the Lava Mooncake of Xinyuan Food
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Hong Kong
- Agency/Creative City: Hong Kong
- Market Region: Asia
- Project Deliverables: 2D Design
- Format: Box
- Substrate: Pulp Paper
- 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: Bobby Bao