Starbucks Launches New Design for Traditional Mooncakes in China for Mid-Autumn Festival

With the Mid-Autumn Festival coming up in China, Design Bridge Shanghai has created some striking new graphic identity and packaging for Starbucks Mooncakes.

The new packaging, which hopes to appeal to younger consumers in China, uses “a striking color palette to disrupt traditional design codes while remaining culturally relevant.”

“Creating a design that combines cultural sensitivity and bold design choices has enabled us to create a genuinely distinctive offer for Starbucks in China,” said Tom Gilbert, Creative Director of Design Bridge Shanghai. “Our design adds something truly unique to the tradition of sharing mooncakes during the Mid-Autumn festival and enables Starbucks to build deeper emotional connections with a younger group of consumers.”


Gilbert adds that, “Sharing mooncakes with your family and loved ones is an integral part of the festival, so it’s really important that your brand’s mooncakes stand out. Our challenge was to bring something new and exciting to the market that disrupted tradition whilst remaining culturally relevant and true to the Starbucks brand.”

According to Design Bridge, the use of a strikingly contemporary color palette of lime green, rich orange, and purple challenges traditional design cues yet appeals to younger audiences seeking something new.


This has been balanced with a sensitivity to the cultural traditions of the festival. For example, the Chinese saying of “人月两团”, which translates to “The moon and the people are one”, inspired the creative idea throughout the project; bringing the moon, people and Starbucks together in one design.

Starbucks Mooncakes is the first project to launch from Design Bridge’s Shanghai Studio, which opened earlier this year. The mooncakes are in stores now, ready for the Mid-Autumn Festival on September 24th.


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