The Mid-Autumn Festival has always been a festival about home, reunion, and warmth. The Mid-Autumn Festival every year is not only a day of reunion, but also a marketing competition between brands. Many brands are racking their brains on how to take advantage of the Mid-Autumn Festival.
Mining traditional culture and empowering the Internet have become the fulcrum for brand owners to leverage Mid-Autumn Festival marketing. Starting from the mooncake itself or the mooncake packaging gift box, innovation, co-branded models, cross-border, and cultural and creative IP can easily produce "hot items" that are extremely attractive and attractive to consumers.
Next, let’s take a look at the Mid-Autumn Festival gift boxes of major brands in 2020!
Category 1: The solemn and elegant joint series
The family and the country celebrate together, a once-in-a-decade experience. Therefore, many government media bosses and cultural and creative centers have gone overseas and spent more ingenuity on mooncake design and packaging. At the same time, they also selected many classic Chinese elements to highlight the solemnity, grandeur and domineering power of the gift box.
1People's Daily The bright moon expresses love, and the years are like songs. Those who stand up add hope to the world. There are a total of 6 mooncakes in the gift box, corresponding to scientific research experts, angels in white, Chinese soldiers, courier boys, volunteer services, and people's teachers. It is a mooncake gift box exclusive to 2020, which is similar to the joint branding between People’s Daily New Media and Pepsi this year.
2Li Ziqi , there are four layers of Tiananmen three-dimensional paper sculptures inlaid inside. The cascading effect depicts the quiet Tiananmen scene under the full moon festival. It is a very honorable gift.
also uses the traditional craft of paper carving and combines more than 20 Chinese elements to present it in the picture. On the left side of the paper sculpture are: Three Ponds Reflecting the Moon, Zhaozhou Bridge, Temple of Heaven, Welcoming Pine, and Orchid Pavilion, which seem to tell the long history and culture of our country. On the right side of the paper sculpture are modern innovative Chinese elements. Rockets, high-speed rails, the Bird's Nest, satellites and bridges are all witnesses and symbols of the country's development and progress.
3
Nayuki’s Tea and Forbidden City Foods
Customized Mid-Autumn Mooncake Gift Box "My Heart"
Inheriting the palace culture, the design inspiration comes from the cultural relics in the Forbidden City collection. The gift boxes are divided into "Fang Box·Danruo Brocade" and "Fang Box·Phoenix Piao" "Yu" two styles, including cocoa treasure, taro treasure, classic custard, matcha red bean, peach oolong, and cranberry six-color and six-flavor mooncakes.
Danruo is a brocade, inspired by the "Three Colors Dark Flowers, Clouds, Dragons, Flowers and Fruits Pattern Plate" written by Kangxi in the Qing Dynasty. Danruo is the elegant name of pomegranate, which means richness, wealth and prosperity.
Phoenix Feather is inspired by the cloisonné enamel mirror with double phoenix pattern that Qianlong loved. Piao is the sound of a bird waving its wings, which means auspiciousness, wealth and everything goes well.
The designs of the six mooncake molds are inspired by the various scrolls that Zhao Ji, Emperor Huizong of the Song Dynasty, loved. A round plate, a round mirror and a round cake are full of our blessings for our closest relatives and friends. The exquisite box for holding moon cakes can also be used as a palace jewelry box.
42020Forbidden City Fortune Collection Mid-Autumn Brocade Box Series
In addition to launching a jointly-branded customized gift box with Nayuki’s Tea, the Forbidden City also launched the Splendid Forbidden City Fortune Collection Mid-Autumn Brocade Box Series. The Fuxin brocade box is taken from the enamel flower-patterned lid jar made in the Qianlong period. The gorgeous decoration combined with the homophonic word "Baofu" for "baggage" carries cultural symbols from different time and space, representing blessings and auspicious meanings.
uses metal relief technology on the side to present the "Lanying Chengguan Album" in a three-dimensional form, and the detailed texture depiction fully displays the beauty. The mooncake boxes of the Jin Box series can also be used to collect jewelry, so one box can be used for multiple purposes. Inside are Cantonese-style mooncakes, which are in line with popular tastes and won’t be a surprise if you give them away.
2. Heart-pounding brand series
Marketing without conversion is not good marketing. Really valuable marketing is to amaze consumers and generate a desire to buy. Therefore, many brands, based on Mid-Autumn Festival elements, enhance consumers' connection and goodwill towards the brand through marketing communication of emotional appeals and consumption scenarios, and can even transform communication into sales.
1Starbucks
Mid-Autumn Mooncake Gift Box "Everything is Well"
Starbucks 2020 Mid-Autumn Festival Gift Box is divided into three types: Xingyi, Xingyue and Xingqing, each with different flavor mooncake combinations. The elegant gray gold gift box has a gilded mermaid pattern, which is simple and neat yet luxurious. The FSC forest-certified cardboard material is low-key and exquisite. The inner box of
is packed in a hexagonal special-shaped box. The surface is stamped and embossed to incorporate the elements of the Mid-Autumn Festival into the picture. For example, the hot stamping on half of the oval represents the moon, and the five mooncakes form a "cross" frame. Each mooncake is printed with patterns and Xingba's LOGO, representing different flavors of mooncakes.
Starbucks also used Chang'e as inspiration, combined with classical elements such as the full moon, osmanthus wood, and folding fans, and applied colorful colors to the mermaid's tail and hair to create an exquisite and unique Mid-Autumn Festival limited edition square scarf. This time Starbucks used the words "everything is fine" as the theme of this year's Mid-Autumn Festival family reunion.
2Xiaomi 10th Anniversary
"Le" Lite Box
Xiaomi's packaging and design are also the earliest from the factory. For the 10th anniversary + Mid-Autumn Festival, the most classic MIUI ringtones are the main melody. The DIY musical instruments in the gift box are fun and interesting. Of course, Xiaomi This year, we also launched an online event to coordinate with the Mid-Autumn Festival gift box. Different small boxes correspond to different notes. When you tap the musical instrument box gently, the drum accompaniment of different instruments will be triggered. Available on Xiaomi official store.
3HiTea
"Fuman" Mid-Autumn Mooncake Gift Box
A "design company" that doesn't know how to make mooncakes is not a good milk tea shop. Heytea also launched a mooncake gift box this year that looks very good and looks like "Hiytea". Taking the "full moon" and "fireworks" as design inspiration, there is a moon on a clear night, and there is wind in leisure time. The moon's luster never fades, and fireworks bloom in a round of reunion, blending tradition and inspiration.
The full moon also means happiness and joy. As the cake is round and the moon is round, so are the people, so there are two Mid-Autumn Festival gift boxes, red and yellow. The colors are full of joy and vitality!
4Yuanji Forest joins hands with Xianghe Pastry Shop
"The Joy of the World Mooncake Gift Box"
is decorated with traditional oriental elements, integrating the fun and cuteness of ancient Chinese Valentine's Day begging for tricks. The gift box contains 4 popular flavor fillings, including hawthorn sweet berry filling, smoothie soy milk filling, bean paste egg yolk filling, and jasmine cheese filling. It not only looks good, but also looks delicious. The gift box also includes a retro film camera, Yuanqi commemorative film, Yuanqi tableware, Yuanqi stickers, etc. It’s so cute!
5Haagen-Dazs Ice Cream Mooncake Gift Box
The inspiration for this packaging design comes from Gaudí’s Casa Batlló, a tribute to the classic. Therefore, in the design of the packaging box, the fragmented tiles are arranged in a full layout of blue, orange, and yellow to highlight the main body of the picture.
also uses "Seven Stars Accompanying the Moon" as the core element of the picture, and uses purple as the color of the packaging itself. The picture is very rich and attractive. The exterior walls of Casa Batlló are also covered with ceramic ring patterns, decorated with glass fragments of different colors and sizes as packaging design elements and applied to the whole.
6Guangzhou Restaurant & SF Express
" Chengfeng Catch the Moon" "Chasing Dreams and Chasing the Moon"
Aircraft can not only carry people and cargo, but also deliver Mid-Autumn Festival gifts. SF Express's gift box this year is a model airplane. After manual assembly, mooncakes can be placed inside, which is very hardcore!
3. Mooncake gift box series for large companies
Nowadays, it has become a routine for many large companies, especially some Internet companies, to customize mooncakes every year.The Mid-Autumn Festival every year has become an important measure to reflect employee care.
1Alibaba
still continues the theme of " together "
Alibaba's mooncake gift box includes five mooncakes, namely matcha red bean liquid, earl black tea liquid, low-sugar double-acted white lotus paste, and lactobacillus liquid custard. 5 flavors: , sea salt cheese and sour cream. In addition, it also comes with a cool trendy bag, a kaleidoscope showing the colorful world, and a Kongming lock that highlights the traditional mark of the festival. The gift box represents: "Love is the power to resolve everything."
2Bytes beating
"Breaking Gravity" Mid-Autumn Gift Box
Bytes' Mid-Autumn Gift Box theme expresses their attitude, seeking the optimal solution from a higher perspective. The futuristic gift box, space element mooncakes and cosmic element stickers echo each other. Contains 6 different flavors, custard liquid, coconut, matcha, purple sweet potato, blueberry, and toffee liquid. The gift box also includes a mug, cup hanger, waterproof name sticker, Dupont paper outer packaging bag and stickers, etc. It is so thoughtful and exquisite that I envy it.
3Station B aerospace theme
In order to fit in with the successful launch of the satellite sponsored by Station B, the aerospace theme was made, with a total of four flavors.
It is said that this box is also designed with a mechanism in the middle, which can pull out the rocket and rotate it. The cold and mysterious moon arouses people's endless yearning.
4Kuaishou
"Enjoy the Galaxy in My Hands" Mid-Autumn Festival Gift Box
Iron craft gift box with multi-flavored mooncakes, star track porcelain plate, small spaceship power bank, Kuaishou small blanket, I can't stop being surprised ~
5Meituan
"Riding the Wind and Waves" 》Mid-Autumn Gift Box
App-shaped "little yellow box" is based on a tool box. It has large storage space and is easy to carry. It is classic and innovative at the same time.
super cute figures were born in the image of an interstellar surfing group. One box includes food, drink and entertainment, so you can enjoy it together. The most beautiful reunion.
6 Tencent
"The Great Wall·Gongchunjuan" Mid-Autumn Festival Gift Box
The Great Wall is the treasure of Chinese civilization, and the Internet is the creation of modern civilization. Tencent conveys the concept through this theme that
protects historical civilization while developing modern culture, allowing culture and technology to fly side by side.
After seeing so many mooncake gift boxes, which one do you like the most? Come and vote now!
