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This mooncake box uses imagery from the traditional Chinese Mid-autumn Moon Festival in a bid to reach a younger audience. The exquisitely crafted, premium gift box combines the phases of the moon with an abstracted peacock flaunting its full fan of tail feathers. The bright yellow on a dark background is a reference to the unique beauty of mid-autumn moonlight. The packaging aims to bring users an interactive experience and an awareness of Chinese cultural traditions.
Jiangxi Qinggu Culture Media
Hi Chuang brand culture creative
Hai Yang Zhang