THE THREAD moon-cake packaging

identity / Packaging / ILLUSTRATION

Mooncake is a must-eat food for all Chinese people during Mid-autumn Festival. This packaging is designed for the Hongkong Maxim Mooncake 2022 version as a gift box for consumers who want to send a gift to families and friends during Mid-Autumn Festival. The outside dark and golden color code set a high-end style for the product.

The traditional Chinese book cover inspired the logo, giving consumers a vintage feeling. The threads in the background imply the sense of "linkage between people" because mooncake is the food for Mid-Autumn Festival, in which you should be with people you care about and love. The arrangement of small mooncake boxes looks like the menu provided for the emperor back in the Qing dynasty, giving consumers a feeling of dignity. 

The inside creates a surprising moment with flaming and ebullient colors coming out. The illustration tells a traditional well-known Chinese story in which a couple finally gets back to each other after a long period of departure.