Core Tips
The Mid-Autumn Festival is approaching, and the annual mooncake war has already begun. Although young people have become indifferent to mooncakes, brands still hope to attract consumers' attention through creative packaging designs. The "packaging waste" of mooncake gift boxes has long been criticized. Many brands have also noticed this and have adopted recycled materials to enhance users' favorability of the brand.
HEYTEA
Since 2018, HEYTEA has launched Mid-Autumn Mooncake gift boxes every year. As a leader in new tea drinks, HEYTEA's design skills have also been recognized by the industry. This year's Mid-Autumn Festival, the brand cooperates with Seesaw Coffee to launch the "Mid-Autumn Inspiration Theater" series. Seesaw Coffee, founded in 2012, has just received an A+ round of financing of over 100 million yuan. The lead investor is Heytea. This is also an important move for Heytea to enter the coffee track. The
joint gift box is made of transparent acrylic material, with a simple and stylish design, and contains three independent white small packages. The packaging box is hand-painted with lines of different shapes, and the yellow and blue contrasting colors highlight the trendy and futuristic feel. Based on the concept of sustainability, this gift box packaging can also be used as a daily note storage box.
Holiland
For pastry brands, the Mid-Autumn Festival is undoubtedly the most important marketing node. In the past two years, Holiland has made great efforts in the design of Mid-Autumn Festival gift boxes to attract the attention of young consumers. This year, brands not only worked hard on creativity, but also took advantage of quantity. Currently, Holiland has released three theme gift boxes, the first of which is the "Cosmic Odyssey" series co-branded with NASA. The second one is the "Mid-Autumn Moon Group Series" with music as the theme. The third model is the Smiling Moon series created jointly with SMILEY.
The "Cosmic Odyssey" series also includes the "Galaxy Odyssey" and "Space Archives X". The gift box designs are mainly to highlight the sense of technology and high-end. The "Galaxy Roaming Cabin" is packaged in a cube with a white background, and the cover uses red fragmented drawing elements to create a scene of galactic roaming. A small moon landing device is also built inside the gift box, and 6 mooncakes are designed in the shape of the moon and are enclosed in it. "Space Files The "Mid-Autumn Moon Group" series includes a total of five exquisite gift boxes with different music styles, such as the Hip-Hop style "Moon Landing Label", the classical music style "Half-cooked Autumn Joy" and the independent folk style "Yun Jian Yue" gift box, etc. , creating visual contrast with bright gradient colors. For the co-branded model between Holiland and SMILEY, both the packaging and the design of the mooncakes highlight SMILEY’s smiley symbol.
An Muxi
In August 2021, Xiying Group and Ilian Muxi launched a new Mid-Autumn Festival limited product "Moonlight Treasure Box". The design is inspired by Xiying's classic IP "Westward Journey". The main product of the gift box is Anmuxi protein yogurt. The entire package combines traditional culture and national trends, and incorporates classic elements from the movie "Westward Journey" to bring movie fans and consumers a cross-border experience that is both emotional and creative. . Promotional posters posted on social media are unfolded in the form of a scroll, allowing consumers to recall the storyline in the movie. What’s even more amazing is that the scroll can be read forward or backward, bringing users two different perspectives. Different endings.
Laiyifen
In 2020, Laiyifen celebrates the 20th anniversary of its brand. In order to change the public's inherent perception of the brand's past, Laiyifen launched a brand upgrade and invited the new generation of traffic star Wang Yibo as the brand spokesperson. On the eve of the Mid-Autumn Festival this year, Lai Yifen cooperated with the Shanghai Museum and the Metropolitan Museum of Art in New York to launch a joint gift box.In the design of the mooncakes, elements such as the "Dake Tripod" and "Imitation Han Lion" collected by the Shanghai Museum, as well as the "William of Egypt Hippopotamus" and the "Terracotta Swirl-shaped Two-Ear Spout Cup" collected by the Metropolitan Museum of Art in New York were added. Chinese and Western cultures merge together. The entire gift box is dominated by bright blue and Hermès orange. The mooncake package inside is dotted with full moon and half moon patterns on its surface, which can reflect different colors when illuminated by light. Each cake also comes with a card with basic information about the cultural relics drawn on it.
Starbucks
Starbucks pays great attention to environmental protection and practicality in its Mid-Autumn Festival gift boxes every year, and this year is no exception. The Mid-Autumn Festival gift box launched this time contains three themes: "Xingqing", "Xingyue" and "Xingyi". The flavors are distinguished by pink, light gray and Tiffany blue, and the overall design is simple. In addition to the gift box, the brand also comes with a mesh bag made of 100% recycled polyester fiber, which can be used as a packaging bag or a shopping bag. In addition, the three gift boxes can be assembled in different ways to give them a "second life", such as as storage boxes and computer stands, bringing convenience to daily life.
Awfully Chocolate
The Mid-Autumn Festival is not only a traditional festival for the Chinese people. Overseas, especially in countries such as Singapore, Japan, South Korea, and Vietnam that are deeply influenced by Chinese culture, brands also attach great importance to the annual Mid-Autumn Festival. Awfully Chocolate is a top chocolate brand from Singapore. This year, they collaborated with Warner Bros. to launch the world's first Harry Potter-themed mooncake gift box. The outer packaging of the
gift box is a rather classic wooden box, with the classic Hogwarts logo printed on the front, and the red color further echoes the style of the School of Magic. Open the gift box, and the inside of the lid is made of imitation leather plaid, with a rich European classical texture, and "Harry Potter" is printed in the center. The box contains 4 mooncakes in tin cans, representing the four major colleges respectively. The packaging also incorporates college icons and animal graphics. In addition, the gift box also comes with tableware, which can be used to hold mooncakes on a plate, with the icons of the four major colleges printed in the center.
Datapark summary
In recent years, with the explosive development of social media, many "Internet celebrity mooncakes" have been born, but few of them stand out by the taste of the mooncake itself, and rely more on unforgettable visual elements. In the appearance economy, brands are paying more and more attention to the role of packaging design. In addition to driving product sales in a short period of time, more importantly, through brand co-branding or IP cooperation, brand image and influence can be enhanced.
Of course, brands also need to adhere to the principle of not "over-packaging" and give traditional mooncake gift boxes more functions and value under the concept of sustainability so that they can make the most of everything. In this way, consumers will not only think of the brand during the Mid-Autumn Festival, but also in daily life, which invisibly strengthens the emotional connection between users and the brand.
