moon cheer
Branding/ identity/ Illustration/ Typography/ Print/ packaging
Awards2023 International Design Awards Silver
Moon Cheer was born after I attended a Mid-Autumn Festival Market in New York and realized how many market visitors were very enthusiastic to celebrate the Chinese festival, but had literally no idea what was going on. I decided to design a product line that introduced the basics of the holiday using a playful aesthetic.
ABOUTPersonal ProjectYear of Completion2023
The Moon Festival, or Mid-Autumn Festival is actually the second biggest holiday in many Asian countries, right after Chinese New Year. It’s essentially like a Chinese Thanksgiving, and it’s is a time for family reunions, gathering for dinner, admiring the moon, lighting lanterns, and eating mooncakes together.
I felt simultaneously proud and a little embarrassed walking around the very popular market in New York. Visitors and locals were so entranced by the festivities, but when I saw the cheap dollar-store-looking paper fans and other tacky souvenirs they held as trophies I had to refrain from outwardly cringing… So I decided to do better.
THE SPARKMeet Moon, the mascot of Moon Cheer. He’s a bunny, one of the symbolic animals of the Moon Festival. Using bright colors to manifest the sense of celebration and fun surrounding the festival, little mooncake shapes decorate the lavender-blue night sky, echoing the traditional fireworks that light up the night.
PROCESS
