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Mid-Autumn Festival Special Edition 2020

Design: Cindy Tan
Location: United States
Project Type: Concept
Packaging Contents: Mooncakes
Packaging Substrate / Materials: Paper
Printing Process: Digital Printing

The Mid-autumn Festival 中秋節 is celebrated on the 15th day of the 8th lunar month. The Moon Rabbit or Jade Rabbit is part of a popular folktale in East Asia with many variations to the story. The Jade Rabbit is often seen as a companion to the Moon Goddess, Chang'e, constantly pounding into a mortar, creating the elixir of life for the goddess.

When the moon is the fullest, families come together to watch the moon and eat mooncakes. During this holiday, it is also common for people to give away mooncake gift packages. This special edition mooncake package alludes to elements in the Chinese folktale with an interactive piece on the front of the packaging to reveal light that highlights what's inside the package which is a purple sweet potato mooncake.

What's Unique?
The interactive element allows for a more playful storytelling of an age-old folktale. This special edition mooncake package shows the interconnection amongst all the mooncake boxes, which symbolizes the essence of the Mid-Autumn Festival which is reunion and harmony.

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