CookieMoon
Commissioned by Baked Indulgence for their Mid-Autumn inspired cookie collection, the box design captures a dreamy exploration of how rabbits might also celebrate Mid-Autumn festival with us, light years away from Earth. Against an idyllic backdrop, rabbits play and dance gracefully amongst the clouds, adding a playful charm to the cookie tasting experience.
(Created with Procreate and Illustrator)
Mid-Autumn festival is an important Asian holiday where families gather to moon-gaze and give thanks during harvest season. While there are many stories about the festival, most Chinese legends depict the jade rabbit, a friendly companion of Chang E, the primary protagonist of the tales. As such, rabbits on the moon are often alluded to in Mid-Autumn related iconography and I do the same here as an ode to tradition.
Mooncakes, a lotus bean-paste filled pastry, is the traditional dessert of the festival gifted to friends and family. Circular in shape, the mooncake represents the full moon and symbolises familial unity. Cookies, a contemporary alternative, reveal under cut-outs as moons of possible worlds where jade rabbits chase shooting stars, play with lanterns and savour the same cookies of the set.
Because Baked Indulgence’s signature soft cookies are particularly fragile, we decided to opt for a cushioned box design where the cookies are secured tightly in a snug insert with coordinated flavour labels and finger cut-outs for grip. (gif adapted from @indulgenteats)