Tōng Bǎo
The goal of this project was to present Chinese culture in a way that feels modern, engaging, and approachable, sparking curiosity for those new to the Mid-Autumn Festival while offering a sense of familiarity for those rediscovering their cultural roots.
The packaging tells the legend of Chang’e and Hou Yi, a story often shared during the festival. Each mooncake box represents one of the nine suns Hou Yi shot down in the tale, with illustration guiding users through visual storytelling that unfolds across different layers of the unboxing experience.
2025
RECOGNITION
RGD Student Award
for Packaging Design (Single)
Applied Arts Student Award
for Packaging Design (Series)
Pentawards Shortlist, Student Concepts
The Mid-Autumn Festival isn't just about the mooncakes, it's also a time for storytelling, playing games, and exchanging riddles among family and friends.
Inspired by this tradition, each mooncake box includes a riddle printed on the side, with the answers revealed as the cover is lifted, adding a layer of interaction to the unboxing experience.
