My assignment about digital design is to redesign the package of an existing product, and I choose MX mooncake to redesign its package. Before designing, I need to research the mooncake and its packaging.
Target: MX Mooncake
The mooncake is one of the most popular traditional bakery products in China, and people from Greater China can share it with families and friend during the Mid-Autumn festival. Due to many brands in Greater China and similar tastes between different brands, the packaging of the product is particularly important in the middle and high-end market of mooncake.
MX is one of the famous brands of mooncake in China. I have ever bought some MX mooncakes, and I think Lava Custard Mooncake of MX is very delicious. Because the strengths of MX mooncake are that its packaging is exquisite, its price is in the middle range, and the taste is good, some of the Chinese people or companies usually buy it as a gift or holiday welfare for employees. Also, some people buy it only for good taste.
I search for some packages of different brands for designing the package of MX.
Example
1. MX Mooncake
Introduction:
MX is a brand from Hong Kong, China, and it is also one of the most famous mooncake brands in China.
The mooncake in the picture is called "Lava Custard".
The target customer:
companies that give gifts to customers or as a corporate holiday benefit
Individuals who like to eat this flavour of MX mooncake or want to give relatives and friends holiday gifts.
Packaging description:
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Lava Custard Mooncake from MX Mooncake
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The outer surface of the package is made up of eight light yellow paper surfaces. The front is a pattern of many golden yellow lines, where there are a lot of petals, butterflies, mountains and rivers, and a moon with a rabbit and logo of MX inside.
This pattern has Chinese cultural elements (moon and rabbit) and natural style. These two yellows are from the adjusted colours of the mooncake filling. What I find fascinating is that those butterfly-like patterns appear to be both a butterfly and a flower.
2. Dao Xiang Cun Mooncake
Introduction:
Dao Xiang Cun is a historical brand from Suzhou city, China. It is also one of the most famous mooncake brands in China
Introduction:
Dao Xiang Cun is a historical brand from Suzhou city, China. It is also one of the most famous mooncake brands in China
The target customer:
companies that give gifts to customers or as a corporate holiday benefit
Individuals who like to eat this flavour of Dao Xiang Cun mooncake or want to give relatives and friends holiday gifts.
Packaging description:
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Dao Xiang Cun Mooncake
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Here are three different sizes of red packing and the main pattern of those packings is based on the same pattern. The front consists of a logo and name of the brand and a main colourful pattern that is a vase full of flowers. Those flowers form an endless circle.
The pattern with Chinese traditional Suzhou-style painting and big yellow fonts, matched on a red background, create a floral festival effect.
3. Starbucks Mooncake
Introduction:
Starbucks is a chain of coffee shops from the US, and often sell other products related to festivals. For example, it can sell mooncakes during the Mid-Autumn Festival.
The target customer:
Individuals who are interested in Starbucks food
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Starbucks Mooncake
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Unlike the other two brands of packagings which are more about showing mooncake, this packaging design focuses on the brand, Starbucks.
Inspiration
After research three kinds of mooncake packaging from different brands, I can get some elements of packaging design about mooncake boxes
- brand logo or element
- cultural or festival factor
- colour and font from brand, culture and mooncake.
In this project, my target customer includes companies that give gifts to customers or as a corporate holiday benefit and individuals who like to eat the "Lava Custard" of MX mooncake or want to give relatives and friends holiday gifts.
I may use the logo about MX, the festival factor that is the moon, the rabbit, or the Goddess in the moon, and colour and font from MX or Chinese culture.
I may use the logo about MX, the festival factor that is the moon, the rabbit, or the Goddess in the moon, and colour and font from MX or Chinese culture.
This is a good blog post with some adequate commentary and analysis on the packaging designs you have looked at. Are there elements that you think could be improved about these designs? To further develop this blog post, you need to include target market research. Identify your target market and discuss how you will aim to reach out and attract to your target market.
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