The goal of this project was to present Chinese culture in a way that feels modern, engaging, and approachable, sparking curiosity for those new to the Mid-Autumn Festival while offering a sense of familiarity for those rediscovering their cultural roots.
The packaging tells the legend of Chang’e and Hou Yi, a story often shared during the festival. Illustration is used as a way to guide audiences through visual storytelling, breaking the narrative across different layers of the unboxing experience.
The Mid-Autumn Festival isn't just about the mooncakes, it's also a time for storytelling, playing games, and exchanging riddles among family and friends.
Inspired by this tradition, each mooncake box includes a riddle printed on the side, with the answers revealed as the cover is lifted, adding a playful, interactive element for people to enjoy.
