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 a number of self-operated stores as well as two hundred franchisers with its products sold to the United States, Canada, Hong Kong, 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 families get together on that day and share mooncakes, enjoy gazing at the moon at its brightest and fullest size of the year. Mainly selling traditional Chinese food, Xinyuan Food used to use quite traditional and conservative packaging style. With the development of the consumer market, the company has been making effort to develop new products or new flavours, as well as packaging renewing to keep customers and attract new audiences.
The Classic Collection Mooncakes contain 4 flavours, white lotus seed paste with salted egg yolks, assorted nuts with desiccated coconut, red bean paste dried tangerine peel and red bean paste with salted egg yolks. As a classic collection, the flavours were relatively common in the market, so the Box team was committed to adding creative elements in packaging design whilst retaining the classic traditional characteristics in order to stand out among numerous competitors.
The joy of reunion was embodied by the Jade Rabbit shuttling back and forth to dance on the moon full of flowers. Different colours were chosen related to its flavour, and also the patterns with special meanings were designed to convey the flavour. The traditional elements were presented in a modern design style. Furthermore, the packaging of 4 different flavours could be cleverly combined into a picture of a blossom full moon, in which the Jade Rabbit jumping and dancing with the long ribbon. Together with the layered fireworks pattern in the background, the whole picture conveyed a joyful atmosphere to the festival.
- Agency/Creative: Box Brand Design
- Article Title: Packaging Design for Xin Yuan Mooncake of Traditional Series by Box Brand Design
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Hong Kong
- Agency/Creative City: Hong Kong
- Market Region: Asia
- Project Deliverables: 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, Traditional,
Design Director: Joey Lo
Art Director: Yvonne Chung
Designer: Crystal Hu