The 2019 packaging design for the Lady M mooncakes gift set animates Eastern cultural images through a device called a zoetrope. Customers spin the body of a cylinder to observe a sequential movement of a leaping rabbit that progresses with the changing phases of the moon. One of the ways the Lady M Brand has established dominance in the luxury goods market is through its innovative designs that transform the packaging of goods like the mooncake into a collectible artistic masterpiece. Each year the public sets high anticipation and expectations for a jaw-dropping design that utilizes modernity, innovation, whimsy, romance, and a sense of luxury for the iconic Chinese pastry, the mooncake. The 2019 design parallels the meanings of the 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 royal-blue 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. While spinning the zoetrope, the golden foiled stars begin to twinkle as they catch the reflection of light. A dynamic movement of the moon’s phases represents a moment of harmonious union for Chinese families. In Chinese folklore, it is said the moon is the brightest and most complete circle on this day, a day for family reunions.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. A skilled designer would challenge these static models to enhance the entire product and experience by adding "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 the 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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