Breathing New Life into Tradition
The Mid-Autumn Festival, also known as the Moon Festival, is a traditional Chinese celebration that marks the harvest season. It takes place on the 15th day of the 8th month in the Chinese lunisolar calendar—typically falling between mid-September and early October on the Gregorian calendar. On this night, the moon is believed to be at its fullest and brightest, symbolising reunion, abundance, and the peak of autumn's beauty.
Client
Uniquead
Year
2025
Category
Design
Type of Work
Packaging design
Illustration
Animation
Every year, we exchange gifts with loved ones and friends to celebrate the Mid-Autumn Festival. This year, I was invited by Uniquead to design the gift, along with its wrapping and packaging.
Departing from the traditional Chinese visuals often associated with the festival, the design offers a fresh, modern interpretation. It blends fantasy, nature, and festivity, with bold colours and dynamic movement, evoking a modern, dreamlike reinterpretation of the Mid-Autumn Festival.
The approach
After several rounds of discussions with the client, we decided to employ illustration as the primary visual creative approach. The vibrant illustration depicts a surreal Mid-Autumn picnic scene set in a whimsical pink landscape. At the center, a table is surrounded by chairs, mooncakes, a wine bottle, and oversized flowers. Birds and rabbits interact playfully throughout the scene, while the full moon glows above. Blending elements of fantasy, nature, and celebration, the design uses bold colours and dynamic composition to offer a modern, dreamlike reimagining of the Mid-Autumn.
We partnered with a traditional silk-printing workshop to transform the vibrant illustrations into a silk scarf showcasing exquisite craftsmanship.
2025 marks the brand's 19th year since its founding, so we have collaborated with a Xinjiang Uygur Autonomous Region-based wine brand in China to create a limited-edition wine for its 19th anniversary.
