Case Study
︎︎︎
An Ode to Form
Client ︎︎︎ Club21
Client ︎︎︎ Club21
Roles
︎︎︎ Art Direction, Design
Agency ︎︎︎ WORK Pte Ltd
Agency ︎︎︎ WORK Pte Ltd
Illustration
Packaging
Brief
Mooncakes are traditionally associated with the Mid-Autumn Festival, which is celebrated on August 15 of the Chinese Lunar Calendar. The mooncake, symbolic of the cultural values of reunion, happiness, and peace, is the most representative food of the Mid-Autumn Festival. However, the excessive packaging of the mooncake has consequently led to an imbalance with regard to the value of this festival food, and quickly becomes garbage, which leads to environmental pollution.
Solution
An Ode to Form is an origami mooncake packaging designed to resemble the lotus flower, and when opened(bloomed), reveals the mooncake itself. Research and development through trial and error were done to ensure that the origami can open with ease and lock in place without the need for other components. The visual design was distilled from the Chinese floral elements into graphical visuals to enhance the effect of bloom while shying away from the traditional design approach.
Instead of the general square box or the luxurious small storage cabinet that has been common in recent years, it is replaced by a tower-shaped rectangular box with a pair of ropes on both sides for easy extraction. This packaging aims to maintain the cultural essence of the Mid-Autumn Festival while also exploring a refreshing design (in both craft and visual) to break away from the traditional packaging construction with environmental impact in mind. Hence the mooncake packaging and box are constructed with high-quality recyclable paper to prevent environmental pollution.
Mooncake Mould Options
Behind the Scene
