Mei Jiang Mooncake Box
Client :
The Peninsula Bangkok
Year :
2023
Descriptions
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.
Color Psychology :
The palette of Emerald Green, Deep Crimson, and Gold is a classic trifecta in East Asian design :
Deep Crimson/Red: Represents joy, luck, and prosperity. It is the traditional color of the festival, evoking warmth and celebration.
Emerald Green: This unconventional choice adds a touch of modern "imperial" elegance. It represents life, growth, and the lush gardens often associated with the tea-drinking culture that accompanies mooncake consumption.
Gold Accents: Symbolizes the full moon itself, as well as wealth and premium quality.
Design Concept : The Octagonal Harmony
The core concept of this design is "The Garden Octagon." In Chinese culture, the octagon (Ba-Gua) represents balance and the Eight Directions. By choosing this shape, Mei Jiang moves away from the standard square box to create something that feels like a precious keepsake.
The individual octagonal tins for single mooncakes reinforce this concept, making the act of sharing a "modular" experience. The pattern—a dense, organic leaf motif—resembles the lush greenery of a private courtyard, inviting the recipient to step into a world of tranquility and refined taste. It is a design that respects the past while embracing a clean, modern geometric silhouette.
Packaging Overview
