Mooncakes are a beloved tradition during the Mid-Autumn Festival, a time when families and friends gather to celebrate the harvest. These delicacies are more than just a tasty treat; they symbolize unity and are often exchanged as gifts to convey well-wishes and gratitude.

Moon cake gift box by Paper Play

Mooncake packaging offers a unique canvas for creativity — an opportunity to honor tradition and embrace innovation. This thoughtful approach to design not only enhances the product's appeal but also plays a crucial role in influencing consumer choices. “Mooncakes are usually given as a meaningful gift as a way to pay gratitude to others. The design of the box is the most important point for everyone to consider before buying a set,” says Andy Ho, founder and executive creative director of Bracom Agency. 

From elegant and ornate designs to innovative and contemporary applications, we dive into the intricate and elegant world of mooncake packaging designs created by Behance members around the world. 

2020 XD Mooncake Packaging Design by XD DESIGN, JO JO, KIRA Oy, and 殷 梦婷

Blending Tradition and Modernity

For graphic designer and illustrator I Chyi Chang, the essence of Mid-Autumn Festival is “reunion, a time to be with loved ones.” “For me, the Mid-Autumn Festival has always been a special time spent with family since childhood,” she recalls. “We gather in the evening for a big meal, and as night falls and the moon rises, the whole family goes up to the roof to enjoy mooncakes sent by relatives, sipping tea and chatting.”

“The Mid-Autumn Festival is rich with folklore that many people are familiar with,” says I Chyi. “Transforming these stories into easily recognizable visual symbols helps create an immediate emotional connection and resonance with consumers when they see the packaging.” 

Quelques Pâtisseries 2023 Moon Festival by I Chyi Chang

In her packaging for Quelques Pâtisseries, I Chyi weaves contemporary typography with images of rabbits and the moon that are inspired by traditional Chinese painting. “By combining traditional elements with modern visual art techniques, such as geometric shapes and fluorescent colors, the design achieves a natural blend of tradition and contemporary visual language, maintaining a sense of both tradition and modernity,” she explains. 

Mosi Inclusive Mooncake by Frank Lo and Comma Leung 

Balancing Brand and Heritage

Many businesses commission custom mooncakes to gift to clients during the Mid-Autumn festival, which requires designers to balance not only cultural history and contemporary design, but also brand elements. “When working on packaging design projects for culturally significant products like mooncakes, the most important aspect is how to subtly highlight the brand's concept while conveying the beautiful meaning of the festival,” says Au Chon Hin, creative director at untitled macaco.  

Treasure Box of The Moon - Grand Lisboa Hotel by Au Chon Hin

For the Grand Lisboa Hotel, Au Chon and untitled macao incorporated circular shapes and goldfish to create a unique modern take on mooncake packaging and convey the theme of reunion. Their design combines the client’s brand color, green, with gold, an auspicious color in Asian culture. The goldfish symbolize family, and the ripples are inspired by the hotel’s spherical architecture. 

CHEESE COFFEE’S MOONCAKE PACKAGING by Navigator Studio, TRONGTRAN DESIGN, PA Nguyen, and hp ovo

When TSUBAKI’s client Teatime by Thien created mooncake jellies in lieu of the traditional pastry, they created equally avant garde packaging to compliment the unconventional treat. To reflect the translucent nature of jelly, the studio used acrylic and pastel colors to create the custom packaging. 

“The unique aspect of this packaging is its functionality; we incorporated a built-in handle within the box, eliminating the need for a separate carry bag,” explains Jay Lim, creative director at TSUBAKI. “This allows consumers to easily carry the box to any destination, effectively serving as a form of advertising.”

Teatime by Thien Mooncake Packaging Design by TSUBAKI Kuala Lumpur

Unique Structures and Concepts 

To stand out from the crowd, many brands have begun requesting mooncake packaging designs with unique structures and concepts that will delight their customers. For their client W Gourmet, Andy and his team at Bracom created an elegant “moon box” containing a meticulously crafted moon that lights up.

The Moon's Celebration by Bracom Agency, R-Duy Tran, and Minh Double

“The ethereal scene of the Mid-Autumn night, where the heavens meet the earth, is encapsulated within the design of the "moon box." The moon's image, observed from above, is creatively reconstructed through lenses and design language,” explains Andy. 

The elegant velvet box features stamped and embossed gold foil and a transparent lid that evokes a precious jewelry box or a museum exhibit. After the festival, the moon box becomes a durable keepsake for the recipient. 

Packaging by Oneday Design

Trends in Mooncake Packaging Design 

Despite their deep roots in tradition, mooncakes are undergoing a transformation, evolving to meet contemporary tastes and preferences. “In recent years, mooncake packaging has increasingly focused on environmental sustainability, evident in the simplification of packaging, the choice of materials, and the reusability of the packaging,” says Au Chon. 

BAO BEI - Mooncake Box Packaging 2019 by Danny 黃

In the years to come, Jay expects to see even more experimentation with materials and incorporation of interactive elements, and Andy foresees more consideration for repurposing boxes after the festivities to lessen the environmental impact. 

The future promises a continued journey towards creative and sustainable solutions, with designs that not only honor cultural heritage but also embrace modern values.

Looking for more Mid-Autumn Festival projects? 

Search for more Mid-Autumn Festival projects on Behance or browse more projects from our curated Mid-Autumn Festival moodboard.