New World Development Company Limited (NWD) has always promotes a true artisanal spirit as its brand culture. BOX designed the mooncake package for VIP gifting upon the Mid-autumn festival in 2018. Based on the mission, BOX connected the brand culture with the Chinese traditional hand craftmanship in a new modern way. The 2018 mooncake package explored a fresh perspective towards the modern Chinese style.

BOX inspired by the traditional Chinese window grille (Chuanghua), and infusing the paper-cutting and hot stamping technics to create the surface box cover. The moon shaped pattern infused with fluorescent powder amplifies the homesickness emotion of the people on the Mid-autumn day. Chinese red is used as an inspirational color, so does the moon shaped paperboard inside the box. The moon rabbit, a Chinese traditional mascot, is leaping on the top of moon, which carries people’s desire for reunion. On the back of the paperboard, there is a calendar marked with specific watching date for people who look to admire the full moon for the upcoming year.

The result delivered a delightful surprise for our client. The brand’s core value, the artisanal movement, has been fully expressed in a fresh new way. The package awarded honorable mention of Design Annual 2020.