The Moon
Falls into Hearts
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让月亮落在不同的心里
「以爱之鸣」2025
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“On the hillside west of the Lancang River where I live, there are many small ponds.On nights when the full moon hangs high, each pond holds its own little moon.”
— Li Desheng, age 10, from Shiguang Poetry
When we set out to design this year’s “以爱之鸣” Mid-Autumn charity gift box, we were deeply moved by the honesty of these children’s words. From that, the concept “The Moon Falls into Different Hearts” grew naturally — using the moon and its reflection to mirror the connections between people.
A child in the mountains writes a poem, and it lands on paper;
A child in the city reads it aloud, and it lands in hearts.
Poetry and voice cross mountains and towns like the moon’s reflection on water — mirroring each other, resonating in unison.
(🎵 Each reading is embedded into an NFC fridge magnet we designed, so the warmth can not only be seen but also touched and heard.)
Our visual language is kept simple yet bright and childlike. Warm, luminous colors are pieced together to express “reflection” not only on the outer box but also across the three poetry cards inside, the second layer of mooncakes, and the campaign photos — each detail offering a new facet of the same idea.
We hope each gift box feels like a letter sent to someone far away: the moon becomes poetry, resonance becomes song. May this design extend a “gift” beyond a seasonal greeting into an exchange of heart, letting the same warmth light up different hearts.
“我家在澜沧江西边的山坡上，家附近有许多小水塘，
每到明月当空的夜晚，小水塘里总会有一个个小月亮。”
——来自「是光诗歌」小作者 李德生（10岁）🌙
今年中秋我们再设计「以爱之鸣」公益礼盒时，被这些小诗人质朴的话语深深打动，于是“月亮落在不同的心里”的设计概念便自然生长出来——借月亮与倒影，映照人与人之间的连结：
山里的孩子写下的诗，落在纸上；城里的孩子读出的声音，落在心里。
诗与声跨越山与城，像月亮在水面上的倒影，彼此映照，同频共鸣。
（🎵诗歌朗读声被藏进配套设计的NFC冰箱贴，让温暖不仅被看见，也能被触碰、被听见。）
每到明月当空的夜晚，小水塘里总会有一个个小月亮。”
——来自「是光诗歌」小作者 李德生（10岁）🌙
今年中秋我们再设计「以爱之鸣」公益礼盒时，被这些小诗人质朴的话语深深打动，于是“月亮落在不同的心里”的设计概念便自然生长出来——借月亮与倒影，映照人与人之间的连结：
山里的孩子写下的诗，落在纸上；城里的孩子读出的声音，落在心里。
诗与声跨越山与城，像月亮在水面上的倒影，彼此映照，同频共鸣。
（🎵诗歌朗读声被藏进配套设计的NFC冰箱贴，让温暖不仅被看见，也能被触碰、被听见。）
图形视觉语言主打简洁，我们用温暖明亮带点童趣的色彩拼接，将“倒影”这一意象不仅停留在外盒，打开之后的三张诗歌卡片、第二层的月饼、宣传照⋯每一细节处都充满同一概念又不同表达的视觉惊喜。
愿每份礼盒，都是一封寄给远方的信：月亮成了诗，共鸣成了歌。我们希望这份设计能把“礼物”从节日的问候延伸成心意的往来，让月亮在不同的心中亮起同一份温暖。
Design and Production: LCDL
Client: Mingshi Investment
Client Type: Finance
Project Date: 2025
Client: Mingshi Investment
Client Type: Finance
Project Date: 2025
