VANILLA MOONCAKE 2019

VANILLA MOONCAKE / package design

Celebrate Chinese Moon Festival with " Vanilla’s Finest Mooncake - Moonlight "

The package design is designed to be Vanilla Restaurant gift sets which includes “Vanilla Mooncake” and “Vanilla Moonlight”. The Moon Festival is a tradition that has long been celebrated in the East. It is considered to be an auspicious celebration worshipping the moon in the mid September, on fullest moonlit autumn night.

The mood and tone were inspired by traditional Chinese apparel and painting to convey the ceremony that has been passed on throughout the oriental cultures.

The design aspires to breathe life into the celebration of the hopeful festival. The concept of the box visual design illustrates a parade of noble animal characters in a classical Chinese fable bringing offerings to the moon festival, encapsulating the story of a ceremony that brings prosperity, joy and wealth. It could be perceived through the festive ambience as the animal characters are enjoying, dancing and playing a musical instrument.

Animal diversity is the brand identity of Vanilla Restaurant, thus, on each mooncake individual tin box has the illustration of the main characters which include, the feline, the hare, the rodent and the raccoon. The expression on each tin is to present a good wishing to the gift receiver.

There are two editions of Vanilla mooncake packages. Vanilla Mooncake has a has darker shades of pink and green aligning with the mooncake itself as it has a thicker layer. In contrast, Vanilla Moonlight has a lighter layer, therefore, the colour has a straightforward interpretation of natural moonlight ambiance, using bright yellow and light blue.

The colours were meticulously selected in both editions to symbolise the sensations of celebration and prosperity in the eyes of the Asian culture. The signification of royalty and luxuriousness is implied through the gold colour, the reddish tones represent joyousness and affluence.