In 2019, I worked together with our PD team to create visual concepts and participate in the development of the packaging experience for Starbucks China and the upcoming Mid Autumn Festival. This holiday is celebrated in China as a reunion time for friends and families, most notably with the iconic mooncakes.
Create a fashion-forward and dynamic packaging design that appeals to all ages. Elevate the traditional mooncake packaging design with a fresh, colorful, modern touch.
The initial round of designs focuses on wearable box options derived from the mood board and current fashion handbag trends. The packaging design keeps the essence of the wearable box shape while appealing to a wider audience by simplifying motifs and colors.
Create a fashionable and cohesive packaging line with luxe textured paper. Utilize various printing techniques to differentiate price tiers. Sturdy construction encourages user to reuse and recycle boxes.
The graphics were inspired by geometric shapes and stripes. Playing around with the juxtaposition of curves, straight lines, bold colors and pastel hues.
Modern design appeals to everyone. Touch of gold foil and debossed siren logo compliments the design. Ribbon handles add ease of carrying on the go. Holds 6 mooncakes.
Circle box shape and addition of luxe UV printing and shiny gold stripes creates a modern and stylish design perfect for gifting. Holds 8 mooncakes.
Inventive hexagonal shape and opening experience gives a sense of grandeur and luxury. Ideal for a special occasion gift that will leave a lasting impression. Holds 10 mooncakes.