Press Release
Chinese Mooncake Packaging by Litete Brand Design Is Granted the Golden A' Design Award in Packaging Design
Litete Brand Design honored for packaging design by the international grand jury of the 2020 - 2021 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2021 /DesignNewswire/ Chinese Mooncake Packaging by Litete Brand Design has been granted the Golden A' Design Award in the Packaging Design category, A' Design Award & Competition has announced. The recognition forms part of the 2020 - 2021 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.
The Golden A' Design Award Explained
The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.
About Chinese Mooncake Packaging
Chinese Mooncake is a gift box designed for mooncakes offered during the Mid-Autumn Festival. The outer box follows the form of a traditional Chinese food box. An embroidery-style illustration shows an aerial view of a banquet of the Tang Dynasty, including wooden architecture and dancers. Each part of the illustration is separated by die-cutting and then joined again, so the packaging gains depth and layers. The inner box presents dance movements from Rainbow Skirt and Feather Coat, combined with classical Chinese colors such as royal purple and bamboo green.
About Litete Brand Design
LITETE brand design founder, Tianjin University of Science and Technology teacher; CDS Chinese designer salon member; armed brand design for many years, many trips to Asia, Europe, Australia and other regions for research and training; Pentawards, iF Design Award, Golden Point Award, TOPAWARDS ASIA, CGDA, GBDO DESIGN AWARD, ZCOOL AWARDS and other winners; works included "Asia-Pacific Design Yearbook" "Gutian Road · Creative Presentation" "Packaging Design Yearbook" "ZCOOL Award Yearbook" "Asian Elements"
Award Record
This recognition makes Litete Brand Design a winner of 2 A' Design Awards. The awards were granted between the 2019 - 2020 and the 2020 - 2021 editions of the A' Design Award & Competition.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://dezigners.org/design-category/packaging
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/111173
- A' Design Award Page: https://competition.adesignaward.com/111173
- Media Showcase: https://www.designnewsroom.com/!111173
- Laureate Profile: https://dezigners.org/d/254320
- Further Information from the Laureate: https://www.zcool.com.cn/work/ZNDc5MDk0ODg=.html
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Chinese Mooncake Packaging
- Function
- Packaging
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Saddle Brown, Sienna, Gray, Indian Red and Silver
- Images
- 5
The Recognition
- Laureate
- Litete Brand Design
- Country
- China
- Recognition
- Golden A' Design Award
- Edition
- 2020 - 2021
- Design ID
- #111173
Credits
- Team
- Creative Director：Langcer Lee, Yang Jie, Guo LinWei, Riso Guo, Limo Pan, Zhang Fan, Zhang JiaNi and Jiang Tao
- Image Credits
- Image #No1 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020. Image #No2 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020. Image #No3 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020. Image #No4 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020. Image #No5 : Photographer Jiang Tao,The Moon in the Tang Dynasty,2020.
Design Details
- Unique Properties
- The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. It also highlights this dynasty's magnificent wooden architecture and reproduces Yang Guifei's graceful dance movements. The inner box was designed based on dance movements from Rainbow Skirt and Feather Coat. This was combined with classical Chinese colors such as royal purple and bamboo green to reflect the Tang Dynasty's grandeur, the Chinese classics'elegance, and wishes for a happy life.
- Inspiration
- In order to reproduce the magnificent scenery of the Tang Dynasty palace, this design was created after consultig many historical documents, viewing images of murals at Dunhuang, and visiting ancient buildings from the Tang Dynasty to use these aspects as the basis for creating a design to restore the Tang Dynasty's historical prosperity.
- Research
- The Mid-Autumn Festival is a traditional festival celebrated in China. It gained widespread popularity in the Tang Dynasty and became a nationwide holiday. According to legend, the Tang Emperor Xuan Zong dreamt he had traveled to the Palace of the Moon, where he saw celestial women, clothed in feathers and rosy clouds dancing in the sky. After the Emperor awoke, his favourite concubine Yang Guifei, renowned as one of the four most beautiful women in Chinese history, choreographed and performed the famous dance, 'Rainbow Skirt and Feathered Coat,'according to the Emperor's recollection.
- Challenge
- The difficulty of this design is that there are few records about the neon clothes and feather dance, and it is more difficult to restore the architecture, costumes, makeup, musical instruments, and dance poses. Even so, we checked many documents, which greatly restored the scene at that time.
- Realization and Technology
- The gift box is based on an aerial layout and embroidery drawing that represents a Tang Dynasty banquet. Each part of the illustration is separated by die-cutting, and the final packaging is more layered.
- Operation and Interaction
- The outer box as a whole is a traditional Chinese food box style, using a three-dimensional paper sculpture to separate the characters and scenes through die cutting, and then collage them into a complete illustration, which increases the sense of hierarchy and space of the packaging. The inner box combines the opening with the packaging illustration. The entire tongue part adopts the style of traditional Chinese typography, forming a natural division. When the consumer opens the box, a complete illustration pops up in front of them.
- Project Duration and Location
- The project started in Tianjin in July 2020, completed in Tianjin in August 2020, and exhibited in Tianjin in September 2020.
- Specifications
- Outer box size:340mmx220mmx55mm Inner box size:85mmx85mmx38mm
- Keywords
- Moon cake packaging, Chinese traditional culture, Tang Dynasty, classical, Mid-Autumn Festival
