Li Feng’s Pagoda: Mandarin Oriental’s Mooncake

Design: Celine Venusa
Design: Reiviolita Laura Angela
Design: Nathasya Aprilia
Design: Nadia Wirawendra
Design: Florence Nelda
Design: Denise Nathania
Location: Indonesia
Project Type: Student Project
School: Multimedia Nusantara University
Tutor: Harry Mores, S.Ds, M.M.
Packaging Contents: Mooncake
Packaging Substrate / Materials: Wood
Printing Process: 3D Printing

This project is a packaging rebranding concept by Multimedia Nusantara University students for Mandarin Oriental Jakarta as a mandatory assignment to fulfill our midterm exam requirements. We rebrand their mooncake packaging as Mandarin Oriental Hotel is well known for their delicious mooncakes that are produced every mid-autumns. Our idea is to create an extraordinary packaging which is not only to “protect” the food but to share the cultural story behind the famous mooncake. We perceive sustainability on the design to reduce wastes that can harm the planet earth we live in. We are planning to use sustainable materials such as beeswax as an alternative to plastic use and purposely create an interactive packaging with expectations that people would reuse it as a home decor. Each mooncake will be wrapped in different colors of beeswax that represent different kind of mooncake flavors.

In addition, we adapt chinese authentic architectural such as chinese pagoda surrounded by chinese pond with a family of three (father, mother, and child) encircling a round table inside the pagoda. The swan on top of the round table is to represents love and warmth, as well as to represents Li Feng’s signature dish, swan dimsum. Inside the pool we construct a sushi conveyor belt system in order to generate the lotus to move around the pagoda. We also set up a music box system with the purpose that consumers can listen to a soothing chinese anthem while taking out and consume the mooncake together with their beloved ones. As the final touch up, we use chinese illustration that illustrates the story behind mooncake festivals to spread out the beauty of mooncake’s history.

This packaging concept is our endeavor to achieve sustainability in packaging design and to let the packaging to tell the story.