朱子家礼 | ZHU ZI JIA LI - 中秋月饼 | MOON CAKE

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中秋节，作为中国四大传统节日之一，是亲友团聚，亦是礼尚往来的重大节日。2020年熹茗中秋茶礼，与往年不同的是它有了个文气的名字——朱子家礼，每一份中秋礼即代表作为朱子后人熹茗的诚意问候。

朱子家礼系列含五款月饼产品：心欢喜、花月夜、共婵娟、喜团圆、好事近，从名字上即可见不同分量的诚意。视觉创作中，除了呈现传统中秋节的氛围和不同主题的祝福元素外，更多的是演绎朱子家礼的视觉文化内涵，借文房雅器：折扇、菖蒲、笔山、卷轴、香器等经典器物，呈现朱熹之宋文人的生活方式。

全系包装以雅器“花樽”贯穿，借“樽”表达“尊敬”的信号。五款中秋礼，五个不同形态的“花樽”均暗藏“小心机”，细品可见与主题相吻合的祝福图案点缀其中，精妙的将中国文人的含蓄巧思藏于其中，细节见讲究。

The Mid-Autumn Festival, as one of China's four traditional festivals, is a reunion of friends and relatives, and it is also an important festival of reciprocity. The Mid-Autumn Tea ceremony in 2020 is different from previous years in that it has a literary name -- Zhu Zi's family ceremony. Each Mid-Autumn Festival ceremony represents the sincere greetings of Zhu Zi's descendants.

Zhuzi family gift series contains five kinds of mooncake products: Heart joy, flowers and moon night, partings, happy reunion, good news near, from the name we can see the sincerity of different components. In the visual creation, in addition to presenting the atmosphere of traditional Mid-Autumn Festival and blessing elements with different themes, the visual culture connotation of Zhu Zi's family ritual is more demonstrated. Classical artifacts such as folding fans, calamus, Penshan, scrolls and incense vessels are borrowed to present the lifestyle of Zhu Xi's song literati.

The whole department of packaging with an elegant name "flower bottle" , use"bottle" to express the signal of respect. Five Mid-Autumn Festival ceremonies, five different forms of "flower bottles" are hidden "careful machine", fine products can be seen matching the theme of the blessing patterns dotted among them, subtle Chinese literati subtle thoughts hidden in them, see detail.

心欢喜 | XIN HUAN XI