In Hong Kong, the annual Mid-Autumn festival is one of the most celebrated holidays of the yea. During the festival,it is customary to gift moon cakes to loved ones. Hong Kong’s moon cake gifting culture has created a very special branding opportunity for companies, and The Four Seasons’ moon cakes are always one of the most sought after in the city.
With numerous competitors and a luxury brand image to maintain, the packaging for The Four Seasons' moon cakes had to be impeccable. In addition to creating premium boxes, The Four Seasons wanted to use less paper and make the packaging 100% recyclable, which meant that we couldn’t use lamination for the printing.
To make the packaging have a premium feel, the outer box carefully mimics dark wood grain, while a foil stamp is embossed in the centre. The simple and elegant design evokes luxury and naturalness.
Inside, we designed a simple sleeve used to wrap each moon cake. We ensured that the packaging was 100% recyclable and used as little material as possible. In the end, customers loved the packaging and production costs were greatly reduced.