This project is a full brand identity concept for the Mid-Autumn Festival, an ancient Chinese celebration centered on reunion, lantern light, and tradition. Set in Beihai Park in Beijing, China, the identity reimagines the festival through a modern visual system that connects cultural heritage with contemporary design.
School Project
Credits:
Sennett Pang
Brand Identity
Typography
Mobile App Design
The identity was applied across physical and digital touch-points, including an official poster, tickets, lanterns, mooncake packaging, chopsticks, street banners, and a companion app that helps visitors navigate Beihai Park, purchase tickets, and learn about the festival’s traditions. A key feature of the system is the toggle to switch between English and Traditional-Chinese which furthers accessibility. Also allowing for a bilingual typographic approach, blending English and Traditional Chinese within a shared grid. The clean, abstract layout creates rhythm and contrast between the two scripts, reflecting both the festival’s cultural heritage and its modern reinterpretation.
