Xian Shi Ji Peacock Mooncake

Posted on

Derrick Lin


Design: FengQiao Design
Location: China
Project Type: Produced
Client: Xian Shi Ji
Product Launch Location: Zimbabwe
Packaging Contents: Mooncake
Packaging Substrate / Materials: Paper
Printing Process: UV、Protruding、Bronzing

With the gradual younger generation of mainstream consumers, the design elements of traditional mooncakes have become similar, and the overall lack of recognition and memory points.

Therefore, we made innovation based on the brand concept of Xian shi ji and the moon. In the end, we chose peacock and deer as the moon cake packaging image.The peacock is the embodiment of beauty and talent, the incarnation of the mythical phoenix, and can be used to describe beautiful women. Deer is the favorite animal of western lunar gods. It represents longevity in the East and exudes a masculine rational temperament. Two images with different personalities are used on the packaging to strengthen the charm of the immortal food season brand. Male (deer) and female (peacock) form a family. Moreover, the three flavors of the fairy food season moon cakes correspond to the family, female-take meringue bird’s nest moon cakes; male-ham and five-core moon cakes; children-prebiotic nut moon cakes.

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