Mid-Autumn Festival is one of the most important holidays celebrated in the Chinese culture. It falls on August 15th in the Lunar Calendar. The moon is the brightest and roundest on this day, families and loved ones reunite and gather to toast to harvest, the abundance of life and good food. Making and consuming Mooncake is an iconic tradition. In simpler terms, Mooncake is as quintessential to Mid-Autumn Festival as turkeys are to Thanksgiving.
The creative objective was produce two Key Visuals for the 2016 Mid-Autumn Festival Campaign, Art Direct the photoshoot and infuse the essence of the visuals in retail stores throughout Greater China.
The thinking behind the visuals is to have the mooncakes appear lit by moonlight. The cascading drapery creates the illusion of a romantic still life painting.
The emblem was designed to resemble the moon and the stars in the sky. The web of dots and lines also symbolize people in different locations yet still staying connect during this holiday.
The 2016 Starbucks mooncake gift boxes come in 3 SKUs and 11 unique flavors. The gift box opens to three intricate designs of Siren, laser cut on foiled paper in front of a water color backdrop.
Online and print product description and online promotion design.
Behind the scene on set with the crew.