The Moon
Falls into Hearts
"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 "以愛之鳴" 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.
Design and Production: LCDL
Client: Mingshi Investment
type of client: Finance
Project Date: 2025
Client: Mingshi Investment
type of client: Finance
Project Date: 2025
