London Design Silver

2025

Moon MeiYiQiu

Entrant Company

Jiangsu Huani Cultural Creative Group Co., Ltd.

Category

Packaging Design - Food&Play

Client's Name

Jiangsu Huani Cultural Creative Group Co., Ltd.

Country / Region

China

The MOON 2024 Mid-Autumn Creative Limited Edition Gift Box tells a story of cosmic wonder and familial warmth. Wrapped in a soft yellow and white color palette, the box radiates the gentle glow of the full moon, setting the tone for a heartwarming Mid-Autumn celebration. The design features a playful and rounded illustration of 胖特 (Fatty), a character whose shape mirrors the moon itself, embodying a sense of innocence and joy that transcends the boundaries of time and space.

Subtle, sweeping lines across the box divide it into several sections, resembling the orbits of chess pieces, referencing the Elastic Band Pop Chess game included inside. The phases of the moon—the waxing and waning—are depicted, evoking the cyclical nature of time and the festival’s focus on family reunion.

Inside the box, the playful Elastic Band Pop Chess game emerges, inviting players to join in the fun. The game chesses are crafted from high-quality wood, with 胖特(Fatty) figures representing the two opposing teams in the game. The yellow and black teams face off in a playful battle, as players use rubber bands to launch their pieces, attempting to shoot them through a gap in the center partition. The first player to launch all of their pieces into the opponent’s side wins, symbolizing the triumph of reunion and joy.



This game, with its interactive and playful nature, makes the Mid-Autumn Festival more engaging, encouraging shared memories of togetherness while enjoying sweet mooncakes. The Elastic Band Pop Chess game connects the ancient tradition of moon-gazing and family reunion with modern fun, ensuring that the festival becomes more than just a time to celebrate but also a chance to bond and make lasting memories.

Credits

Qi Bin
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