Starbucks and the sweet Chinese moonlight tradition

Starbucks, the American chain the whole world knows for its 28,000 coffee houses, entrusted Angelini Design with the communication strategy for Mooncakes – the traditional pastries that add a touch of sweetness to the Chinese Mid-Autumn Festival.

The Mid-Autumn Festival is one of the most important holidays celebrated in China: on the occasion of the mid-autumn full moon, millions of people gather with family and friends in a convivial atmosphere.

Angelini Design designed panels, brochures, coupons, and dispensers for the three product lines Starbucks rolled out for the event, effectively creating a system that communicated Mooncakes in a refined yet informal way, inside and outside Starbucks shops across China.

The dynamic style channeled by Angelini Design’s creative team features lines reduced to essentials and geometric shapes that convey a contemporary vibe, while still fully respecting the symbolic value of the traditional pastries. For example, circles and squares were used as graphic elements to represent the holiday’s central theme of sharing.

With its visual concept, Angelini Design is proud to have brought younger generations closer to a millenary tradition that brings joy to the Chinese fall.