Creative Team
CD：Ceng Lingbo
D：Jiang Zhihui / Liu Runting / Lu Guisen / Liu Jiaxing / Tian Yumeng（intern）
CW：Yi Ting
PH：Zheng Tengyue
Client
SGDA
Creative Summary
Customized Mid-Autumn Mooncake Gift Set for Shenzhen Graphic Design Association (SGDA, commonly known as "Shenping Association"). This design aims to embrace the essence of packaging structure while incorporating a disruptive creative expression, centering around the original and extended meanings of "painting a big picture." From the design presentation to the mooncakes themselves, every layer of detail aligns with the core concept.
The outer packaging envelope consists of three distinct illustrations, mirroring the daily work routines of the design industry: initial discussions, hand-drawn sketches, and final design approval. Leveraging the industry jargon and terminology, the design effortlessly and humorously triggers a profound sense of empathy among designers.
