Sha Li Wen Moon Cakes

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Designer: Charlie Leong
Project Type: Produced, Commercial Work
Packaging Content: Mooncakes
Location: China

Sa Li Wen (沙利文) is heritage brand of Hunan founded in 1947 by a Shanghainese.

Charlie designed Sa Li Wen to follow the retro style of the Republic and not to follow the current design trends with the hope to restore the brand. To do this, Charlie turned down all the long-term design work in order to be able to fully foscued on the project. He is adamant on not wanting this heritage brand to go on a decline.

Li Yongquan once quote: “a country without a brand more than 200 years of culture is a disaster.”

Charlie Leong, designer of the packaging says: “I know that in more than 200 years of history, there are six heritage brands in Taiwan, only five in mainland China and there are more than 3,000 in Japan. It is a disaster for the China culture, I create brands and the biggest desire of mine is to save the old brand, that is my biggest wish.”