Alipay Member Mooncake Gift Box Packaging Design

This project is a Mid‑Autumn mooncake gift box launched by Alipay for its members during the traditional Chinese Mid‑Autumn Festival, offering its members the best wishes. We adhere to a principle of minimal packaging, using kraft paper combined with hot‑stamping and UV processes for a simple yet detailed sense of quality. The copy features the Chinese homophonic pun “月来越好” (Yue Lai Yue Hao) as the main headline, expanding into six blessings—“月来越有福”, “月来越有财”, “月来越甜蜜”, “月来越幸运”, “月来越快乐”, and “月来越顺心”—implying that with the arrival of the full moon, everyone can become better and more fulfilled in various aspects.

In terms of design style, the brand’s IP serves as the centerpiece; using ink‑wash illustration, the IP is portrayed as Li Bai drinking and admiring the moon, Chang’e in the Palace of the Moon, and other Mid‑Autumn figures, giving the IP a personality that makes it lively and memorable, thereby enhancing user affinity for the IP. The layout blends traditional Chinese garden window patterns with modern design, presenting a new Chinese style. Overall, the design retains traditional Chinese charm while integrating contemporary aesthetics, conveying a youthful, eco‑friendly, and high‑quality brand appeal.