Mei Jiang Mooncake Box
Client :
The Peninsula Bangkok
Year :
2023
The Mid-Autumn Festival is a celebration of harmony and togetherness, and the packaging for Mei Jiang’s mooncakes reflects these values through a unique octagonal aesthetic and a rich, heritage-driven color palette.
Material and Construction Techniques :
The collection utilizes an Octagonal Rigid Box structure, a complex variation of the traditional set-up box. Constructing an eight-sided box requires high precision in die-cutting and folding to ensure all angles align perfectly.
The Lid: The boxes feature a telescopic lid with a slight "shoulder" or neck on the base, allowing the lid to sit flush against a secondary inner layer for a premium, secure feel.
Specialty Paper: The outer surface is wrapped in high-quality paper with a subtle matte finish, reducing glare and emphasizing the intricate patterns.
Embellishment and Branding :
The visual depth of the box is achieved through a combination of printing and tactile techniques:
Gold Foil Stamping: The central logo of Mei Jiang is rendered using Hot Foil Stamping in gold. This technique provides a metallic luster that contrasts sharply against the dark background, signifying the brand's prestige.
Spot UV or Varnish: The intricate leaf and floral patterns across the lid are likely treated with a Spot UV coating or a tonal varnish. This creates a "shadow-on-shadow" effect where the pattern is visible only when it catches the light, adding a layer of hidden luxury.
Embossing: The borders of the octagonal panels appear to be slightly embossed, giving the box a structural, architectural feel that mimics traditional Chinese windows or jewelry boxes.
