This project is a highly accomplished example of emotional brand design, successfully reconnecting a fading cultural ritual with contemporary lifestyles through product innovation, narrative reframing, and social participation. The jury recognizes the project’s strength in its clear cultural diagnosis. Rather than opposing barbecue culture or nostalgically clinging to tradition, the team identifies the real problem: mooncakes have lost emotional relevance. This insight is precise, empathetic, and strategically mature. The central idea—bringing moonlight from the sky into the heart—is poetic yet commercially intelligent. It reframes mooncakes not as food products, but as emotional media. The Moon Plate Set is the project’s most outstanding achievement: a simple, elegant object that physically manifests an abstract idea. By transforming mooncakes into a glowing full moon, the plate turns consumption into ritual—an approach rarely executed with this level of restraint and clarity. From a design standpoint, the ultra-thin bone china, soft under-lighting, and neutral color palette demonstrate refined material sensitivity. The object avoids novelty gimmicks and instead achieves long-term relevance, especially through its secondary life as a bedside night light. This “festival-to-daily-life” transition is strategically strong and elevates the project from seasonal packaging to durable brand asset design. The social campaign component extends the concept without diluting it. Asking participants to complete the sentence “The moonlight in my heart is…” shifts engagement from posting content to making emotional declarations and promises, aligning personal expression with brand meaning. The result is authentic participation rather than forced virality.