REGENT HONG KONG | Premium Mooncake Packaging Design 2025
Brand Story of Mooncake Packaging:
Background
Regent Hong Kong is a 5-star luxury hotel located in the bustling city center in Kowloon. With a rich legacy of innovation in the luxury hospitality industry, Regent has been reimagined to be a haven of discreet luxury providing an experience of peace and tranquillity through their serene and soul-rejuvenating aesthetic, extraordinary views, and exceptional service and dining. Regent Hong Kong redefines luxury by marrying contemporary sophistication with timeless grace.
Regent Hong Kong’s 2025 mooncake premium packaging design elegantly upholds the brand’s hallmark of understated luxury, seamlessly weaving in the evocative spirit of the Mid-Autumn Festival. This year’s collection draws inspiration from the full moon’s radiant glow over Victoria Harbour—a poetic nod to reunion and the “Beauty of Contrasts,” harmonizing tradition with modernity, tranquility with vibrancy. The design resonates with a heartfelt sentiment: “Thousands of thoughts flow homeward like water, drifting with the waves, dancing with the Jade Rabbit. Longing transforms into light, guiding all wanderers home.”
The packaging’s sleek, minimalist silhouette stands out as an emblem of refined elegance, swiftly capturing the market’s imagination. Exemplifying Regent’s meticulous craftsmanship and pursuit of perfection, the gold-embossed lid evokes the luminous allure of a harvest moon—timeless, shimmering, and serene. The act of opening the box, designed as a deliberate ritual, symbolizes the tender sharing of blessings with loved ones, fostering moments of connection.
Crafted from premium paper with a tactile, wave-like texture, the surface mirrors the gentle rhythms of Victoria Harbour, adding depth and fluidity. Within these undulating contours, the Jade Rabbit subtly emerges—now in graceful silhouette, now veiled in shadow—infusing the design with playful yet sophisticated whimsy that honors lunar folklore.
Each mooncake is individually wrapped, extending the narrative of moonlight and waves through modern typography and a cohesive teal-and-gold palette that aligns with Regent’s contemporary aesthetic. Beyond its role as a container, the packaging transcends as a reusable boutique: a sculptural lantern or decorative keepsake that carries the festival’s cultural resonance long after the celebration, blending sustainability with timeless artistry.
Exemplifying Regent’s meticulous craftsmanship and pursuit of perfection, the gold-embossed lid evokes the luminous allure of a harvest moon—timeless, shimmering, and serene.
Crafted from premium paper with a tactile, wave-like texture, the surface mirrors the gentle rhythms of Victoria Harbour, adding depth and fluidity.
Each mooncake is individually wrapped, extending the narrative of moonlight and waves through modern typography and a cohesive teal-and-gold palette that aligns with Regent’s contemporary aesthetic.
What we did:
Package Design, Illustration
Package design for Regent Hong Kong
Client/Project: Regent Hong Kong
Creative director: Vince Cheung
Design and illustration: Lin Yi
Photography: Justin Tsao
Prodcution: Sense Production
Result:
• The packaging design reinforces Regent’s image of discreet luxury through a harmonious blend of poetic symbolism and sophisticated craftsmanship.
• The launch received widespread acclaim across social media, with numerous KOLs sharing enthusiastic unboxing experiences and praising both the design and product quality.
• Sales exceeded previous years’ records, with early sell-outs indicating high market demand and desirability.
• The set became a highly sought-after gift item, appreciated not only for its delicious mooncakes but also for its exquisite and collectible packaging.
• Many customers highlighted the pleasure of unboxing and repurposing the beautifully crafted box, further extending Regent’s brand experience.
