Creative Team
I：Cai-Yidong
Client
WYX Food Co., Ltd
Creative Summary
WYX is a contemporary Chinese pastry brand.The design for this year’s Mid-Autumn Festival,
we referenced the traditional Chinese folk tale “Monkeys fetching the moon” to express the yearning for good things in life.
In the conventional version, the monkeys would dangle on the tree upside down, reach down to the well then try to fetch the moon’s reflection in the water,
however in our renewed interpretation, the desire of pursuing good things is portrayed by ceremonial dance, worship and other ritualistic acts.
The use of flat images to document such sacred formalities often appears in the ancient murals of Western civilizations, yet in Oriental art genre,
flat and simple shapes and colors, without superfluous decorative elements mostly appeared as well. The combination of the two coincidentally constitutes the unique recognition of the illustration.
