Packaging for Litete Brand Design
In order to reproduce the magnificent scene of Tang Palace Music and dance in the prosperous Tang Dynasty, this design uses the perspective of large perspective to set the layout of the outer box, the hand-painted technique of embroidery style to draw the scene of the banquet in the prosperous Tang Dynasty, and uses the three-dimensional paper carving to increase the level of packaging. The inner box is to take different dance styles of neon feather dress dance to present, and match with Chinese classical color, which reflects the elegance of Chinese classical culture.
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Download Press Kit № 111173 Packaging for Litete Brand Design by Langcer Lee to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Access press releases crafted for Chinese Mooncake in these languages: English.
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The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. It also highlights this dynasty's magnificent wooden architecture and reproduces Yang Guifei's graceful dance movements. The inner box was designed based on dance movements from Rainbow Skirt and Feather Coat. This was combined with classical Chinese colors such as royal purple and bamboo green to reflect the Tang Dynasty's grandeur, the Chinese classics'elegance, and wishes for a happy life.
Moon cake packaging, Chinese traditional culture, Tang Dynasty, classical, Mid-Autumn Festival
The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. Each part of the illustration is separated by die-cutting, and the final packaging is more layered.
The difficulty of this design is that there are few records about the neon clothes and feather dance, and it is more difficult to restore the architecture, costumes, makeup, musical instruments, and dance poses. Even so, we checked many documents, which greatly restored the scene at that time.
The project started in Tianjin in July 2020, completed in Tianjin in August 2020, and exhibited in Tianjin in September 2020.
The outer box as a whole is a traditional Chinese food box style, using a three-dimensional paper sculpture to separate the characters and scenes through die cutting, and then collage them into a complete illustration, which increases the sense of hierarchy and space of the packaging. The inner box combines the opening with the packaging illustration. The entire tongue part adopts the style of traditional Chinese typography, forming a natural division. When the consumer opens the box, a complete illustration pops up in front of them.
The Mid-Autumn Festival is a traditional festival celebrated in China. It gained widespread popularity in the Tang Dynasty and became a nationwide holiday. According to legend, the Tang Emperor Xuan Zong dreamt he had traveled to the Palace of the Moon, where he saw celestial women, clothed in feathers and rosy clouds dancing in the sky. After the Emperor awoke, his favourite concubine Yang Guifei, renowned as one of the four most beautiful women in Chinese history, choreographed and performed the famous dance, 'Rainbow Skirt and Feathered Coat,'according to the Emperor's recollection.
In order to reproduce the magnificent scenery of the Tang Dynasty palace, this design was created after consultig many historical documents, viewing images of murals at Dunhuang, and visiting ancient buildings from the Tang Dynasty to use these aspects as the basis for creating a design to restore the Tang Dynasty's historical prosperity.
Image #No1 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020. Image #No2 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020. Image #No3 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020. Image #No4 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020. Image #No5 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Chinese Mooncake Packaging has been a Golden winner in the Packaging Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.
Langcer Lee was recognized with the coveted Golden A' Design Award in 2021, a testament to excellence of their work Chinese Mooncake Packaging.
Media members, dive into our press releases on Langcer Lee's work, ready for you to use and enhance your journalistic content. Instantly access 2 press releases, available exclusively for journalists.
Langcer Lee's exquisite Chinese Mooncake packaging design, inspired by the Tang Dynasty, wins the prestigious Golden A' Design Award for Packaging in 2021.
Discover outstanding design and award-winning initiatives in the Langcer Lee Newsroom.
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