Breathing New Life into Tradition
The Mid-Autumn Festival symbolises reunion and yearning. Whether enjoying the bright moon with family or chatting with a few good friends, it is filled with a warm atmosphere. On this night, the moon is believed to be at its fullest and brightest, symbolising completeness and harmony, and the peak of autumn's beauty.
Client
Uniquead
Year
2025
Category
Design
Type of Work
Packaging design
Illustration
Animation
The significance of Mid-Autumn Festival gifting
Gifting is not merely a gesture of holiday goodwill but also a way to convey emotions—filial piety to elders, fondness for friends and family, and deep affection for a loved one. Whether it is mooncakes, tea, or other precious items, these gifts carry blessings and heartfelt sentiments, extending the atmosphere of reunion through every interaction.
The challenge
Every year, when it comes to traditional Chinese festivals, most brands adopt a traditional Chinese design style, resulting in a rather uniform approach to Mid-Autumn Festival promotions. The challenge of this design project is to stand out in the market and breathe new life into traditional culture.
My role
I led the end-to-end creative process, from initial concept development through to final execution, ensuring a cohesive and consistently high standard of output.
The approach
After several rounds of client consultation, we aligned on illustration as the primary visual direction. The concept centres on a vibrant, surreal Mid-Autumn dining scene set within a whimsical pink landscape. A communal table anchors the composition, surrounded by chairs, mooncakes, wine, and florals. Playful interactions between birds and rabbits introduce a sense of movement and narrative, while a luminous full moon serves as a strong thematic focal point. By blending fantasy, nature, and festive symbolism, the illustration offers a contemporary, dreamlike reinterpretation of the Mid-Autumn Festival.
We partnered with a traditional silk-printing workshop to translate the vibrant illustrations into a silk scarf, showcasing exceptional craftsmanship.
Marking the brand’s 19th anniversary in 2025, we partnered with a wine producer from China’s Xinjiang Uygur Autonomous Region to create a limited-edition. Drawing on the region’s distinctive terroir and heritage, the collaboration translates the festival’s visual into a refined, commemorative product that celebrates both craftsmanship and milestone.
