moon cheer
Branding/ identity/ Illustration/ Typography/ Print/ packaging
Awards2023 International Design Awards Silver
Moon Cheer was born from my experience attending a Mid-Autumn Festival Market in New York. Growing up Chinese American, I celebrated holidays like the Fourth of July, Halloween, and Thanksgiving, but rarely paid attention to traditions from my heritage. As I grew older, I became more curious about my culture, only to be disappointed by how poorly it was often represented. At the market, I saw visitors eager to join the festivities but with little understanding of their meaning. I created Moon Cheer as a playful, well-crafted product line to share the basics of the holiday in a way that felt joyful, authentic, and worth celebrating.
ABOUTPersonal ProjectYear of Completion2023
The Mid-Autumn Festival—also known as the Moon Festival, Chuseok in Korea, Tsukimi in Japan, and by other names across Asia—is the second most celebrated holiday in many Asian countries, after Lunar New Year. Often compared to Thanksgiving, it’s a time for family reunions, moon-viewing, lantern lighting, and sharing mooncakes.
At the New York market, I felt both proud and disheartened: proud to see so much interest, but disappointed by the low-quality, generic souvenirs sold to represent such a meaningful tradition. The festival deserved better, so I decided to create something that reflected its beauty and significance with care and intention.
THE SPARKMeet Moon, the bunny mascot of Moon Cheer—one of the symbolic animals of the Mid-Autumn Festival. I combined bright, celebratory colors with whimsical mooncake motifs scattered across a lavender-blue night sky, evoking the warmth of family gatherings and the glow of lanterns and fireworks. The design celebrates the joy, magic, and cultural richness of the holiday while inviting anyone—familiar or new to the tradition—to join in.
DESIGN STORY
