MOON CAKE LUNAR MODULE

TitleMOON CAKE LUNAR MODULE
BrandWBA
Product / ServiceMOON CAKE PACKAGING DESIGN FOR MID-AUTUMN FESTIVALS
CategoryA06. Self Promotion
EntrantGREY GROUP HONG KONG, HONG KONG
Entrant Company:GREY GROUP HONG KONG, HONG KONG
Design/Advertising Agency:GREY GROUP HONG KONG, HONG KONG

Credits

Name Company Position
Keith Ho Grey Group Hong Kong Executive Creative Director
Kym Ma Grey Group Hong Kong Creative Director
Jeff Tsang Grey Group Hong Kong Associate Creative Director
Jacky Tsang Grey Group Hong Kong Assistant Art Director
Ken Yau Grey Group Hong Kong Production Manager
Thomas Ho / Illustrator

Brief Explanation

Every year, companies across Hong Kong receive many moon cakes as gifts from a variety of their suppliers and business partners. So the challenge is to stand out and impress.

The Brief

The Mid-Autumn or “Moon Festival” is a Chinese harvest festival that celebrates the full moon on the eighth month of the Chinese Lunar Calendar. Chinese people believe that this is the most perfect moon of the year and reflects harmony in every family. On this day, families and friends gather to eat “moon cakes” to celebrate their perfect (“full”) relationships. Every year, WBA Design House sends moon cakes to its clients and suppliers as a reminder of the good relationship between both parties.

How the final design was conceived

This year, we designed a special container to carry our moon cakes in the form of a Lunar Module about to land on the moon. It delivered the message, “There is no limit to how far we can go together.”

Indication of how successful the outcome was in the market

WBA's clients were impressed to receive such an amazing design. Within a week, WBA received replies from 70% of its clients and suppliers through email and phone with positive comments on the design.