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.
Packaging Design Solution
Regent’s mooncake premium package design was carefully crafted to capture both their unique brand identity of discreet luxury and the spirit of the mooncake festival. The design integrates motifs of vases, floral decor, the moon, and lanterns to celebrate the festival, reinterpreted through Regent’s lens to evoke romance, tranquillity, and sophistication.
Reflecting Regent’s ethos of understated elegance and extraordinary experiences, the box presents a seemingly simple exterior that reveals intricate details upon closer inspection. From a distance, the teal background features only the brand name, a glowing full moon, and an azalea flower. Upon closer examination, embossed elements such as the border, vase, and falling petals emerge, providing delightful experience of texture and discovery. The azalea flower symbolizes eloquence, status, wealth, and beauty, while the falling petals evoke a sense of the romance of a captured moment frozen in time.
The design of the packaging draws inspiration from the elegant form of a vase, as it is often used as décor during the festival season. Combining this with an oriental aesthetic to reflect the culture of the mooncake festival, the packaging not only serves as a functional container but also as a reusable decorative piece, much like a vase.
Each mooncake is individually wrapped, featuring its flavour and a prominent moon image on the packaging. On closer inspection, the moon is revealed to double as a lantern through a subtle pattern and the placement of each moon mirror’s the moon’s path of movement through the sky, creating a dynamic and engaging visual experience. The contemporary typography and teal colour theme for both the mooncake wrappers and the mooncake box echo Regent’s brand identity and modern 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: Maggie Tang & PingTing Lee
Photography: Justin Tsao
Results:
* The packaging design for Regent Hong Kong’s mooncake box embodies the brand’s discreet luxury, balancing elegance and sophistication.
* Regent HK has reported strong sales performance for this mooncake product, indicating that the packaging has effectively attracted customers and enhanced overall appeal.
* Many KOLs purchased or were gifted the product and expressed enthusiastic feedback about both the packaging and the mooncakes.
* Social media posts reveal that the mooncake set has become a sought-after gift, appreciated not only for its delicious contents but also for its exquisite packaging. Many recipients enjoy collecting and repurposing the box, highlighting its appeal as a luxurious and versatile item.
* With this packaging design’s success, Regent and VincDesign are excited to continue partnership for future projects.