Mooncake Packaging for L7 Westlake Hanoi by Lotte
- Sectors Hospitality Restaurant
- Services Brand Concept Brand Identity Collaterals Packaging
Amidst the gentle transformation of the August sky, the full moon shines brightly, marking the arrival of the Mid-Autumn Festival, one of the most important celebrations in Vietnam. Not merely a gift for this special family festival, the mooncakes from L7 West Lake Hanoi by Lotte symbolize creativity and the brand’s distinctive personality. Hence, the packaging design must perfectly convey the unique and elegant identity, blending local culture with modern sophistication. Additionally, practicality, material sustainability, ease of production, and product preservation were thoughtfully taken into account during the creative process.
“When the moon is whole again”
After thorough research and consideration, TWS chose round boxes for the secondary packaging, evoking the image of the full moon during the Mid-Autumn Festival.
With a leather handle and gold-plated clasp accents, the box strikes a perfect balance between simplicity and refinement, offering a design that feels luxurious without being overly elaborate. Its shape makes it easy for customers to carry and versatile enough for multiple uses—whether as a gift for friends, business partners, or loved ones. The product is also thoughtfully crafted for long-term reuse, adding a sustainable touch to its elegance.
For the primary packaging, TWS embraced a square design, drawing inspiration from the ancient belief “The sky is round, the earth is square,” symbolizing stability and prosperity. The mooncakes are arranged around a central card, reflecting the warmth and sense of togetherness that the full moon night embodies. The packaging’s core colors—black and gold, representing L7 Hotels—are meticulously balanced and combined with the signature “L” emblem, resulting in a sophisticated yet distinctive visual identity.
The final flourish of the mooncake box is a foldable card with a circular cutout, revealing a moon motif beneath—reiterating the theme of completeness and offering a heartfelt wish for a perfect Mid-Autumn Festival, from L7 to its cherished guests.
