For the Mid-Autumn Festival, an important cultural occasion in the Chinese calendar, mooncakes are gifted as symbols of reunion and appreciation. This packaging project was developed under a tight production timeline to deliver a refreshed, premium design while retaining the essence of previous years’ concepts.The packaging was intended for client gifting across Singapore and regional markets, blending cultural symbolism with modern production techniques.

My Role

Packaging Design & Art Direction:

• Led the visual concept and structural design of the box, including the outer and inner flap, die-cut windows, and overall look and feel
• Directed the material, texture, and finish selection, incorporating natural elements like woodgrain textures to create a more tactile, premium feel

Printer Liaison & Production Oversight:

• Worked directly with overseas printers to achieve the intended visual effects using laser-cutting and surface treatments
• Managed the prototyping stage — ensuring mock-ups accurately captured the intended opening mechanism, texture, and assembly flow

Packaging Experience Enhancement:

• Designed and refined supporting materials including the instruction insert, handle options, and bag surface design
• Proposed enhancements for cost efficiency without compromising the user experience or regional adaptability

Design Approach

• Refined Heritage: Built on the previous floral-themed concept by simplifying and elevating the visual language, creating a modern yet culturally respectful presentation
• Door-Opening Experience: Retained the brand’s signature “opening flap” structure, and transformed it into a door-opening mechanism to heighten the sense of reveal and gifting ritual
• Natural Premium Aesthetic: Used wood-like textures and warm tones across interior and exterior surfaces to add warmth and depth, simulating a more handcrafted feel
• Production-Led Design: All elements were developed with real-world manufacturing methods in mind, including surface laser treatments, die lines, and folding logic

Outcome

• Delivered a refreshed premium packaging that stood apart from past years’ releases
• Met design production deadlines while coordinating with vendors
• Achieved a tactile, layered visual effect that elevated the unboxing experience for recipients
• Balanced brand storytelling, material selection, and cost efficiency in a cohesive design system