SpaceCake

SpaceCake's brand idea started with a question: What if your mooncakes are delivered by spaceships freshly from the moon? I combined space-themed patterns, iridescent colors, and Chinese traditional woodcraft to design the Mid-autumn Festival gift box packaging and a special typeface.

MY ROLE

Packaging
Type Design

YEAR

2017

SpaceCake1-Banner

Ideation

The Mid-Autumn Festival is a traditional festival based on the legend of Chang'e, the moon goddess in Chinese mythology. On the day, mooncakes are offered between friends or at family gatherings while celebrating, usually accompanied by tea.

The SpaceCake brand re-imagines tradition with some new, exciting sci-fi elements: What if your mooncakes and tea are delivered by spaceships freshly from the moon? 

SpaceCake-Branding2-Ideation

Mooncakes and Lantern
PC: Alexa Soh and zhang kaiyv

SpaceCake-Branding3-visual-language

Moodboard
PC: Ignacio M., History in HD, Jeremy Straub, and Tyler Daviaux

Packaging Design

Following the question above, when designing the packaging, I extracted the patterns from circuit boards and constellations and then arranged them in symmetry to keep a sense of "tradition". The patterns are laser-cut and layered with hologram paper, which reflects iridescent colors that echo with the space theme.

SpaceCake-Branding4-Packaging-expanded-view

Expanded View

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Holographic Layer

The pinewood handled case was inspired by a Chinese traditional food box, “提梁盒”, in which I applied the simplified mortise and tenon joint structures. As part of the gift packaging, it can be reused as tea accessories or room decoration.

SpaceCake-Branding4-packaging-case

Woodwork Process

SpaceCake-Branding-case

Paint and Finish

SpaceCake-package-1
SpaceCake-package-3
SpaceCake-package-2
SpaceCake-package-4
spacecake-package-mooncake
spacecake-package-teacake

Type Design

spacecake-type-design
space-cake-business-card

© Harley Guo 2022