Just one month into 2020 and we’ve got some rather exciting news to share from Mobius Awards: our Shangri-La Constellation Collection, a unique and interactive design for mooncakes packaging, was not only the winner of the Package Design: Gifts category, it also scooped a Best of Show Grand Prix award!
The gifting and sharing of mooncakes with loved ones during the Mid-Autumn Festival is one of the most significant practices in Chinese culture, and the retail opportunity is huge. In fact, our Shanghai Studio’s 2018 work for Starbucks Mooncakes in China picked up a couple of awards last year, too.
Our Singapore Studio has been working with the Shangri-La Hotels Group for a little while now, and last year we were asked to reinvigorate the brand’s mooncakes giftboxes. Central to our brief was appealing to the younger generation of consumers who are less engaged with the traditions associated with this time of year. Our creative concept and positioning for The Shangri-La Constellation Collection was all about reinventing the mythologies of ancient Chinese astronomy in a playful and interactive way. More than just beautifully crafted packaging, our creativity allowed adults and children alike to explore the wonders of the moon and stars, making these mooncakes the perfect gift for the festive season.
Mooncakes aside, we were also delighted to receive 2 second place certificates at Mobius this year; one in the 360 Brand Design: Graphic Design category for our work on Singapore’s creative intersection Funan…
…and one in the Package Redesign: Brand Re-launch category for our redesign of HK Yau, a craft beer brewed in Hong Kong (more on that soon).
We’d like to say a huge “congratulations” to the Shangri-La, Funan and HK Yau teams – what a great start to the year!
And while we’re on the subject of awards, we’d like to give an extra special shout out to our Amsterdam Studio’s Danerolles team + Team Guinness in London, both of whom have been shortlisted at the DBA Design Effectiveness Awards this year – more on that soon.