Li Chen

Mooncake Branding

The Mid-Autumn Festival originates from a romantic myth about Chang'e Flying to the moon to protect her husband. Chinese people celebrate the Mid-Autumn Festival with their families, but the mythical Chang’e is only accompanied by the rabbit. Although she has acquired immortality, she is unable to reunite with her family. This holiday symbolizes a family reunion. The shape of the mooncake is round like the moon on this day because the round shape symbolizes reunion and reunion.Traditional Chinese elements in calligraphy and the rabbit symbolize the Mid-Autumn Festival as the main elements of the mooncake logo. A jumping rabbit symbolizes Chang'e running to the moon, which also brings a sense of dynamism to the logo. The overall tone of the brand is warm, using wood color and a gold logo to convey the traditional culture while bringing some modern elements to the brand.​

“Combine traditional culture in branding.”