Si Xiang Mooncake

Si Xiang mooncakes are a response to the tried and true gestures of mooncake branding, embracing counterculture, diaspora, and the loss of language in an identity that celebrates transformation in cultural understanding. Not your mama's mooncake, if you will.

The visual identity of the mooncakes pull from contemporary dual-script typesetting approaches, while introducing ping-yin content to educate bad Chinese kids who didn't pay attention when their mom sent them to after school. Iconic good luck symbols become pattern and color, and the customary square boxes meant for sharing with large families are waived out in favor of a narrow profile meant for gifting.