Tong Wang | Brand Identity

PORTFOLIO

TONG WANG www.tonewang.com

VISUAL DESIGN http://tonewang.com/ tongwang@tonewang.com

2 Lady M Pentawards Silver Award 8 LancĂ´me 12 Xiaomi USA 18 Tiffany& Co. 22 Deep Blue Island 28 H 2 Kitchen

Visual Merchandising | Visual Identity | Graphic Design | Illustration | Animation Adobe Creative Suite Adobe After Effects Adobe InDesign Adobe Illustrator Adobe Photoshop

Lady M Mid-Autumn Festival Packaging Design

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The 2019 packaging design for the Lady M mooncakes

While spinning the zoetrope, the golden foiled stars begin

gift set animates Eastern cultural images through a device

to twinkle as they catch the reflection of light. A dynamic

called a zoetrope. Customers spin the body of a cylinder

movement of the moon’s phases represents the moment of

to observe a sequential movement of a leaping rabbit that

harmonious unions for Chinese families. In Chinese folklore,

progresses with the changing phases of the moon. One of

it is said the moon is the brightest most complete circle on

the ways the Lady M Brand has established dominance in

this day, a day for family reunions.

the luxury goods market is through their innovative designs that transforms the packaging of goods like the mooncake to a collectable artistic masterpiece. Each year the public sets high anticipation and expectations for a jaw dropping design that utilizes modernity, innovation, whimsy, romance,

In the 2019 design, the designers attached great importance to the concept of participation. Traditionally the packaging design of mooncakes on the market is static and emotionally “quiet,” separated from the products.

and a sense of luxury for the iconic Chinese pastry, the

A skilled designer would challenge these static models to

mooncake.

enhance the entire product and experience by adding

The 2019 design parallels the meanings of Mid-Autumn Festival by focusing on customers sentimentalities with the cycle of returning family members gathering together; the cylinder of the packaging represents the shape of a circular reunion, unity and gathering together.

The eight pieces of Mooncakes (eight being a very lucky number in Eastern cultures) and the fifteen arches represent the date of the Mid-Autumn Festival, August 15th. The royalblue tones of the packaging are inspired by the colors of the crisp Autumn night sky in order to allow customers to experience the majesty of the heavens in their homes.

“energy” to a movable, dynamic design. Users can play, create stories, and watch a short magical animation together with their families, while enjoying the delicious mooncakes during this special time of family reunion.

By creating a unifying family experience through innovative packaging, themes and product quality, the successful designers seamlessly merged the meaning of Mid-Autumn festival into this charming keepsake. The 2019 zoetrope sold out in less than four weeks, faster than any previous product.

The market confirms the designers’ decisions and insights were correct.

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Lancôme China CNY 2020

9 选材，选色，工艺

折页“屏风”背景板 二号

Logo 3D 烫金 （Emboss） 折页“屏风”背景板 一号

折页“屏风”背景板 三号

“阶梯一” 主打产品一号 折扇镶嵌金边 “阶梯二” 附属产品，可“多”空位

Logo 3D 烫金 （Emboss） 品牌标识| Logo 3D 烫金 可印刷在折扇上

多样化的组合搭配：花+扇+圆盘

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Xiaomi Mi-Stery Box

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Design Concept for Tiffany& Co.

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Deep Blue Island

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R= 0.125IN

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30˚

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Font:

PANTONE 2727C

PANTONE 3125C

PANTONE 7549C

ITC Avant Gothic Std Extra Light Font Size: 12pt Leading: 18 pt Tracking: 50

字體

蘋方-港

Font Size: 12pt Leading: 18 pt Tracking: 25

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H Square Kitchen

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SCALE: 100%

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和 合

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Font: Frontage Condensed 3D Font size: 30pt Leading: 36pt

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Font: 汉仪柏青体(简) Font size: 12pt Leading: 20pt

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Font: Timberline Regular Font size: 26pt Leading: 36pt

RGB 157 231 215 HEX/HTML 9DE7D7 CMYK 39 0 25 0

PANTONE® 7476U

RGB 90 119 123 HEX/HTML 5A777B CMYK 80 35 46 16

FONT LOGO

H2 KITCHEN LOGO IN BLACK

PANTONE®

YELLOW 012U

和 合

H2 KITCHEN

RGB 255 224 0 HEX/HTML FFE000 CMYK 0 3 97 0

PANTONE® 7549U

RGB 255 184 56 HEX/HTML FFB838 CMYK 0 22 100 0

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