The overall visual identity and gift box packaging for The Love of Mingshi 2024 were designed by LCDL.

As an ongoing charitable brand initiative by Mingshi Fund, this year's The Love of Mingshi partnered with the WABC Foundation to launch a Mid-Autumn Festival mooncake gift box. With mooncakes as the medium and public welfare as its mission, the project calls on the public to pay greater attention to people with intellectual and developmental disabilities, replacing prejudice and discrimination with understanding and kindness.

The gift box is simple yet vibrant. The Love of Mingshi identity combines a smile with a star, expressing warmth, hope, and the initiative's enduring commitment to public welfare. The packaging also incorporates Nirvana, an artwork by WABC artist Xiaolong (Chu Zhenlong), whose vivid creative energy symbolizes how people with intellectual and developmental disabilities shine like stars in the night sky—continuing to radiate light even in silence.

Through this gift box, The Love of Mingshi hopes to bring love and hope to everyone who needs them. We believe the world becomes a better place each time kindness is passed on.

Design and Production: LCDL
Client: Mingshi Investment
type of client: Finance
Project Date: 2024