The Mid-Autumn Festival is an annual Chinese harvest celebration. Centred around the full moon, people traditionally come together to share mooncakes with their family and loved ones as part of the celebrations. Our challenge was to bring something new and exciting to the mooncakes market for Starbucks in China for the 2018 festival. It needed to disrupt tradition and appeal to a wider and younger audience in China, whilst remaining culturally relevant and true to the Starbucks brand.
It was the Chinese saying of “人月两团圆”, which translates to “The moon and the people are one”, that inspired our creative idea; bringing the moon, people and Starbucks together in one design to celebrate this festive time of year.
Our circular ‘wood-cut’ designs were inspired by intricate hand-carved wooden mooncake moulds, and they tessellate to make new circular patterns when the boxes are displayed side-by-side. To complement this we chose a striking, contemporary colour palette, ensuring that the Starbucks mooncakes would truly stand out from the crowd.
All of the elements of our bold new graphic identity and packaging system combine to symbolise the idea of people gathering together with their loved ones during the Mid-Autumn Festival, with the Starbucks brand at the heart of the celebration.