Chang Er’s Packaging Design

The inspiration came from the tale of Chang E, which is the most widely accepted tale regarding the moon and the origin of the Mid-Autumn Festival.

Chang Er's Packaging Design

Chang Er's Packaging Design 2

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  • Brand Identity
  • Packaging Design


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The packaging design aims to depict the moon cake festival celebrations through the use of the rabbit. The rabbit is frequently shown as the Moon goddess Chang’e’s companion, baking cakes or rice cakes. The rabbit in the image is seen dancing, conveying that this is an occasion to be celebrated.

Packaging Design Aims