Starbucks / Mooncake promotional campaign

Mooncakes is the traditional pastries of the Chinese Mid-Autumn Festival, one of the most important holidays celebrated in China: on the occasion of the mid-autumn full moon, millions of people gather with family and friends in a convivial atmosphere.

While working at Angelini Design Shanghai, I was in charge of the team working on this project, designing panels, brochures, coupons, and dispensers for the three product lines Starbucks rolled out for the event, effectively creating a system that communicated Mooncakes in a refined yet informal way, inside and outside Starbucks shops across China.

The dynamic style features lines reduced to essentials and geometric shapes that convey a contemporary vibe, while still fully respecting the symbolic value of the traditional pastries. This concept brings younger generations closer to a millenary tradition that brings joy to the Chinese fall.