GIIHG Mooncake Packaging
Category
Packaging Design
Team
Daye Design Team
My Role
Graphic Design, Market Research
Tools
Illustrator
Introduction
Research
Key Market Trends
To position GHIIC’s mooncake packaging effectively, I conducted an in-depth analysis of market trends, consumer preferences, and competitor strategies.
Strong Market Growth
The Chinese mooncake gift market has expanded from 116.5 billion RMB in 2016 to 168.8 billion RMB in 2023, with a projected increase to 332.6 billion RMB by 2025.
Gift-Giving Culture Drives Demand
Mooncakes are increasingly purchased as premium gifts, making luxury packaging a crucial factor in consumer decisions.
Evolving Consumer Preferences
Customers seek a balance between traditional cultural elements and modern aesthetics, preferring high-end, innovative, and eco-friendly packaging.
Consumer Purchase Behavior & Packaging Trends
85.7% of consumers consider packaging appearance a decisive factor in their purchasing choices.
Material (76.2%)
Preference for premium, textured, or sustainable materials.
Color (73.8%)
Strategic color choices enhance brand recall and emotional connection.
Shape (68.5%)
Unique structures make products stand out on shelves.
Competitor Analysis
To better understand industry trends, I classified existing mooncake packaging designs into a three-axis framework
Minimalist
Sleek, refined, and luxury-focused, using premium materials and subtle details to appeal to high-end consumers.
Traditional
Rooted in cultural heritage with classic motifs and rich colors, often blended with modern elements to attract both traditional and younger buyers.
Unique & Stylistic
Bold and unconventional, featuring playful forms and experimental graphics to stand out in a competitive market.
Design
Design Objective
With the gathered insights, the team and I outlined our design objectives for the mooncake packaging.
This is the first iteration of the mooncake packaging that leans more towards traditional elements.
This is the second iteration of the mooncake packaging that leans more towards modern artistic style.
There were numerous ventureous iterations that we chose not to present to the more traditional oriented client.
Outcome
Although I personally preferred the style of Plan B, the client ultimately selected Plan A for its stronger alignment with their brand vision. The final packaging has been successfully mass-produced and is now available on shelves, receiving positive feedback from employees.
Takeaways
I've learned a lot from this fast-paced yet in-depth project with the DAYE DESIGN team, learning to balance creative vision, client expectations, and practical constraints in a professional setting
Balancing Creativity & Client Needs
As designers, we can advocate for our vision, but understanding client priorities, compromise may necessary to align design goals with business objectives.
Adapting in a Consultancy Environment
The structured workflow and strong team synergy at Daye Design emphasized the importance of fast-paced collaboration, flexibility, and quick problem-solving.