XIU JIN ZHI YUAN

Food packaging

This mooncake box uses imagery from the traditional Chinese Mid-autumn Moon Festival in a bid to reach a younger audience. The exquisitely crafted, premium gift box combines the phases of the moon with an abstracted peacock flaunting its full fan of tail feathers. The bright yellow on a dark background is a reference to the unique beauty of mid-autumn moonlight. The packaging aims to bring users an interactive experience and an awareness of Chinese cultural traditions.

Client / Manufacturer

Jiangxi Qinggu Culture Media Co., Ltd.

Nanchang, CN

Design

Hi Chuang brand culture creative design studio

Nanchang, CN