Lai Ching Heen Two Michelin-starred Chinese restaurant | Branding & Packaging Design
Brand Story:
Brand Background:
Inheriting Glory, Opening a New Chapter
The rebranding of Lai Ching Heen represents a deliberate cultural homecoming. As the hotel transitioned back to its original name, Regent Hong Kong, the restaurant formerly known as Yan Toh Heen officially reclaimed its historical title, symbolizing a return to its roots while sustaining its prestigious status as one of the world’s finest Cantonese dining destinations. The core challenge during this transition was to modernize the brand’s image while seamlessly preserving its original spirit, style, and cultural heritage. This was more than a mere rebranding; it was a profound exploration of Cantonese cultural treasures. In a highly competitive luxury dining market, Lai Ching Heen carries the mission of elevating Hong Kong’s culinary culture onto the international stage, showcasing a more sophisticated and refined style through this comprehensive brand evolution.
Brand Design Concept: A Sensory Fusion of Jade Inspiration and Exquisite Craftsmanship
The branding design of Lai Ching Heen draws inspiration from the jade elements found within its interior, masterfully paired with the breathtaking views of Victoria Harbour. The brand logo was developed around traditional Chinese calligraphy, with a master calligrapher invited to hand-render the characters. The design team integrated elements of “sea waves” and “jade” into the calligraphy, showcasing an artistic beauty that blends tradition with modernity. To create the ultimate brand experience, the branding design achieves high visual unity across all touchpoints—from the spatial layout to the finest details of tableware and signage. To bring the vision to life, various intricate production techniques were employed, such as using elegantly textured fabrics for menu covers and crafting jade-like signage with a warm, lustrous finish.
The package design further emphasizes this meticulous attention to detail, sourcing from traditional culture while adopting modern arrangements. Across all brand applications and package design, there is a particular emphasis on the artistic use of “negative space,” allowing every object, from gift boxes to menus, to be displayed with the quiet poise of a piece of art. A highlight of the package design is found in the tea canisters, which feature exquisite 3D double-fish embossing. This visual identity deeply inherits the iconic jade plate element used by the restaurant for over thirty years, transforming the “double fish” symbol—representing happiness and prosperity—into the brand’s core totem. This strategy creates a 360-degree sensory feast, allowing guests to experience the brand’s profound cultural narrative and the warmth of its craftsmanship.
The brand logo was developed around traditional Chinese calligraphy, with a master calligrapher invited to hand-render the characters. The design team integrated elements of “sea waves” and “jade” into the calligraphy, showcasing an artistic beauty that blends tradition with modernity.
This visual identity deeply inherits the iconic jade plate element used by the restaurant for over thirty years, transforming the “double fish” symbol—representing happiness and prosperity—into the brand’s core totem.
To bring the vision to life, various intricate production techniques were employed, such as using elegantly textured fabrics for menu covers and crafting jade-like signage with a warm, lustrous finish.
The package design further emphasizes this meticulous attention to detail, sourcing from traditional culture while adopting modern arrangements. Across all brand applications and package design, there is a particular emphasis on the artistic use of “negative space,” allowing every object, from gift boxes to menus, to be displayed with the quiet poise of a piece of art.
What we did:
Brand Positioning, Brand Story, Logo Design, Visual Identity, Package Design
Branding, Package design for Lai Ching Heen 麗晶軒
Client/Project: Regent Hotel Hong Kong
Creative Director: Vince Cheung
Design and Illustration: Kaman Kan
Photography: Regent Hotel Hong Kong, Justin Tsao
Calligraphy: Helen Li
Strategy and Results: Cultural Inheritance and International Glory
The transformation of Lai Ching Heen has achieved remarkable success, tightly linking tradition with modernity and the local with the international. By strengthening visual elements through professional branding design, the restaurant has successfully resonated with global travelers who cherish Chinese culture. Lai Ching Heen has not only carried forward its cultural image but has also reclaimed prestigious honors after its rebranding, including two Michelin stars, two diamonds from the Black Pearl Restaurant Guide, and a place on the LA LISTE of the world’s best restaurants. These achievements prove that through strategic branding design and thoughtful package design, Lai Ching Heen has successfully promoted the core values of exquisite Cantonese cuisine to every corner of the globe.
