This year Fortnum’s has introduced a new look and feel to their Mooncake gift boxes. In its first year, we feel natural to use this design as the foundation for our campaign theme.

Building on the packaging’s storytelling nature, we decided to use the three animal characters (rabbit, fox, and monkey) as they celebrate the festival in sharing tea and releasing lanterns. The story is captured through an abstract lens inspired by the twisting movements of a traditional lantern.