我们希望通过现代的设计语言和鲜明的视觉符号，将中秋的氛围感与现代年轻人的审美相结合，同时为英记芝士酒心月饼打造强烈的视觉记忆点，无论在任何场合，都能轻松识别，使其在市场中脱颖而出。
视觉符号的构建
月饼不仅是一种传统美食，更承载着深厚的情感寓意和仪式感。设计中，我们为英记酒心月饼度身定制了一个主视觉图形——双酒杯以剪影方式呈现，星辰、满月和玉兔缀于杯中。两个杯子之间的空隙创意性地勾勒出酒瓶形状，形象地构建出了酒心月饼这一品类视觉符号，强化产品与中秋节的联系。
细节里的氛围感
插画中的澳门建筑与窗前人物剪影相得益彰，既彰显了英记品牌的地域归属，也营造出千家万户举杯共邀月的温馨场景。使用真实丝带作为封套，增加礼盒开启时的仪式感，也提升包装的精致度。产品名称设计中，“英记”与“芝士酒心”的结合，紧密关联了品牌与产品品类。
色彩与工艺的融合
中国文化中象征着喜庆吉祥的红色作为主色，鲜艳热闹地铺满整个包装，搭配低调的哑光金色细节，营造出强烈的视觉冲击力和节日氛围。深度击凹工艺搭配珠光特种纸，提升整体的视觉立体效果和质感。
We hope to combine the atmosphere of Mid-Autumn Festival with the aesthetics of modern young people through modern design language and distinctive visual symbols, and at the same time create a strong visual memory point for Yeng Kee cheese-filled mooncakes with wine-filled mooncakes, which can be easily identified in any occasion and make it stand out in the market.
Construction of visual symbols
Mooncakes are not only a traditional delicacy, but also carry deep emotional implications and a sense of ritual. In the design, we customized a main visual graphic for Yeng Kee wine-filled mooncakes - two wine glasses are presented in silhouette, with stars, full moons and jade rabbits in the cups. The gap between the two cups creatively outlines the shape of the wine bottle, vividly constructing the visual symbol of the wine-filled mooncake category, and strengthening the connection between the product and the Mid-Autumn Festival.
Atmosphere in details
The Macau buildings in the illustrations and the silhouettes of people in front of the window complement each other, which not only highlights the regional belonging of the Yeng Kee brand, but also creates a warm scene of thousands of households toasting to the moon. Using real ribbons as envelopes increases the sense of ceremony when opening the gift box and enhances the sophistication of the packaging. In the product name design, the combination of "Yeng Kee" and "Cheese Liqueur" closely links the brand and product category.
Fusion of color and craftsmanship
Red, which symbolizes festive and auspiciousness in Chinese culture, is used as the main color, brightly and lively covering the entire packaging, with low-key matte gold details, creating a strong visual impact and festive atmosphere. The deep embossing process is combined with pearlescent specialty paper to enhance the overall visual three-dimensional effect and texture.
品牌 Brand | 英记饼家
项目 Project | 英记芝士酒心礼盒包装设计
8位创意大佬汇集泰山之巅｜“会当凌绝顶”文创驱动文旅
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