I created and designed the whole 2019 Mid Autumn Festival campaign and mooncake packaging for Tiffany & Co. globally.
Working together closely with global creatives/marketing teams and our local printer, I managed the overall project from conception, design/illustration to production and quality control.
The idea was to showcase our distinctive NYC Flagship on 5th Avenue as the backdrop (and lightbox) for our Mooncake packaging. I created the clean graphic illustrations based on our existing products and actual Flagship. Drawing inspiration from traditional Chinese Mooncake festival elements (such as the bunny, lantern and paper cutting), we modernized and updated it to fit in with our Tiffany brand voice.
We also created a simple H5 game to accompany the packaging, as a way to introduce consumers to our brand story and iconic products.
The mooncake lantern was a hit as consumers posted all over Weibo and Red, and KOLs (such as GogoBoi and Li Jia Qi) also gushed about the packaging on their blogs/livestreams.
