Teatime by Thien Mooncake Packaging Design
Mooncakes – This popular delicacy, which is savoured during the Mid-Autumn festival, traditionally consists of a rich thick filling usually made from lotus seed paste, with yolks from salted duck eggs in the centre of it. By contrast, in a highly competitive market, the beautiful creations of [Teatime by Thien] flower series jelly mooncakes, together with its packaging designed by Tsubaki, stand out as a product that encapsulates the essence of the Chinese festival celebration and are available in limited supply just for the season.
To translate this, acrylic has been used to create the container that can fit three of those jelly mooncakes at once and its unique form presents distinctive aesthetics corresponding with the idea of breaking away from the usual cardboard box. An acrylic container that is as simple as it is attractive, an outer sleeve covers it and holds it in place while shielding it from unwanted scratches.
The see-through concept with ribbon handle to make up for a paper bag is fantastically simple, yet it gives a unique gifting experience. The concept was to use less paper and explore different gift presentation ideas that befit the brand. This led to the creation of the charming packaging design, which reflects the creativity of the product. The design comes with a Chinese saying that goes “花好月圆”, which translates to “blooming flowers and full moon”. Simply put, the message bears good wishes for happiness and bliss in everything.
The overall finish of the packaging design is dreamy, clean, detailed and colourful, all of which are features that reflect the mooncakes’ lovely appearance and premium contents.
Client
Teatime by Thien
Art Director
Jay Lim
Designer
Justin Heero
Photographer
Wei Loke
Finishing
Rainbow foil stamping, foil embossing sticker, white texture ribbon and die-cut tracing paper.
