"FAR SIDE OF THE MOON" MOONCAKE PACKAGING
Hidden in the far side of the moon, is the unknown mystery unseen by the naked eye.
This Mandarin Oriental, Macau X INDEGO DESIGN 2021 mooncake packaging project is a brand new attempt for the youth’s market. We especially choose “Far side of the moon” as the design concept and tailor-made a mooncake packaging for Mandarin Oriental, including mooncakes, the iconic paper fan of Mandarin Oriental, and the reusable tote bag.
Far side of the moon is the side that always faces away from the Earth. As it cannot be seen by the naked eye, humans are curious about this unknown hemisphere of the moon. Mandarin Oriental was known to be luxurious and rich in oriental culture, but this FAR SIDE OF THE MOON mooncake packaging brings people to the unknown side of the brand – young, bold, and interesting, luxurious but trendy with the continuation of oriental culture.
The theme Far side of the moon implies that we explore and discover the young, trendy and non-traditional side of Mandarin Oriental. We hope to show the brand’s new concept from the perspective of the art piece, bringing new vitality to Mandarin Oriental. In terms of visual design, we carried out bold creations to take over the public’s traditional impression of the brand. Vibrant colours were applied to the package design, in the form of illustrations, bringing in space and Chinese elements. This combined tradition and modernity ingeniously, presenting a new brand visual experience.
This breakthrough enables Mandarin Oriental to break its entrenched traditional stereotype and opens up a new market. Through non-traditional design, a new style of the brand is created. This not only allows people to discover a new side of the brand but also receives unprecedented responses from the market.
