Mid-Autumn Moon Festival
Branding and Merchandise Campaign
Adobe Illustrator • Medibang Paint Pro • Chinese Mid-Autumn Moon Festival • White Rabbits • Moon Cake • Lanterns
For this project, I created a full event branding and merchandise campaign for a fictional representation of the National Australian Chinese Club and their upcoming Chinese Mid-Autumn Moon Festival. I developed an oriental, historically inspired visual identity that drew on cultural symbolism, traditional colours, textures and festival motifs.
The centrepiece of the campaign is the event poster, which depicts a warm sense of community under the familiar glow of the moon, surrounded by lanterns and other traditional Mid-Autumn elements. I extended the brand into a wide range of merchandise mock-ups, including a culturally symbolic tassel, shirts, all-over print bags, stickers, tickets and a website design. The logo features a rabbit and a moon to reference the historical tale associated with the festival, and I ensured that this symbol was consistently represented across all materials through careful attention to branding guidelines and cohesion.
This project was a meaningful way to celebrate my Chinese background and explore cultural storytelling through design. It made me even more excited for the real festival and, of course, for the moon cakes that are only made during the Mid-Autumn time of year! Yum!
