Midautumn 2025
Client
Crowne Plaza Changi Airport
(in-house project)
Type
Graphic Design
Photography
Social Media
Tools
Adobe Suite
Year
2025
Brief
Concept should create a narrative and highlight Crowne Plaza's unique fruit flavour selections that are not seen in regular mooncakes (eg milk+strawberry, pomelo+lemon+pineapple).
About Project: Moonlit Garden
Hidden deep within the moon’s celestial garden, the Jade Rabbit toils tirelessly under silver starlight, crafting the legendary elixir of immortality. Surrounded by glowing blooms and shimmering herbs, he guards a mystical trunk filled with rare fruits and secret ingredients.​
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This whimsical concept reimagines the fruit-flavoured mooncakes as the sacred creations of the moon’s most faithful guardian.
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The dark concept is inspired by the shadowy undergrowth, where the traditional-style mooncakes lay hidden, while the light concept – accentuated by sparkling crystal glasses – highlights the delicate notes of the snow skin mooncake, showcasing the duality of the mooncake offerings available this year.
