Fly Me To The Moon

CLIENT : 廣州海航威斯汀酒店 The Westin HNA Guangzhou
PROJECT SERVICE : Packaging Design

我們接到廣州海航威斯汀酒店的月餅禮盒設計委託，這是一個非常有趣的項目。作為萬豪集團旗下的重要品牌，威斯汀展現出更年輕、更有活力、更具個性的氣質，其品牌文化強調 Six Wellness：Sleep Well、Eat Well、Move Well、Feel Well、Work Well、Play Well，每一項都在傳遞一種「凡事盡情、做到最好」的生活精神。

首先我們要先構思好月餅禮盒的主題，有了主題才能更好的進入設計。海航威斯汀位於廣州天河 CBD 核心區，鄰近天河體育中心，自然帶出一種朝氣與動感的氛圍。再結合「中秋」這個節日 —— 一個與「圓月」密不可分的意象，我們聯想起夜跑族抬頭望月的那個畫面。他們總會說一句話：「Cheer the moon.」 就這樣，將各種元素組合起來就想到了「Moonchild」—— 親近月亮、與夜共鳴、懷抱夢想、探索未知，意指積極的人生 —— 這樣的精神與威斯汀的品牌哲學可謂完美契合。順著這個方向，我們決定讓整個設計再浪漫一點，引用那首經典歌名：「Fly Me To The Moon」 —— 禮盒的主題也就此定調。

We were commissioned by The Westin HNA Guangzhou to design their Mid-Autumn Festival mooncake gift box — a truly delightful project. As one of the key brands under Marriott International, Westin conveys a younger, more vibrant, and highly individual personality. Its brand philosophy centers around the Six Wellness: Sleep Well, Eat Well, Move Well, Feel Well, Work Well, and Play Well — each expressing a way of living fully and striving for the best in everything.

Our first challenge was to define a theme — a clear concept would be the key to guiding the design. Located in the heart of Guangzhou's Tianhe CBD, near Tianhe Sports Center, Westin HNA carries an energetic and athletic atmosphere. Combined with the imagery of Mid-Autumn — a festival inseparable from the full moon — we pictured the moment when a night runner looks up and quietly cheers, “Cheer the moon.” This led us to the idea of the “Moonchild” — someone who embraces the night, resonates with the moonlight, dreams big, and ventures into the unknown. It felt like a perfect metaphor for Westin's brand spirit. We decided to take it further — a touch more romantic — and borrowed the name from the classic song: “Fly Me To The Moon” And so, our theme was set.

進入設計階段後，我們面臨第一個課題：作為連鎖酒店品牌，威斯汀酒店在廣州就有兩間分店，因此客戶希望我們的設計能更具專屬性，讓人一眼就知道這是「海航威斯汀」出品。帶著這個思考，我們在酒店周邊散步，邊走邊想有什麼是它獨有的品牌基因。靈感就在偶然間降臨 —— 當我們抬頭看見海航威斯汀酒店本身已極具辨識度的建築造型，還有正門上方那道菱形玻璃立面，忽然意識到：與其找尋抽象象徵，不如就用這棟建築本身，它就是最代表性的符號。我們將菱形玻璃立面解構成主視覺的底紋，又把整棟建築化為畫面中點題的構圖元素，效果理想，也成為整體視覺的立足點。

As we entered the design phase, a new challenge arose. Westin has more than one location in Guangzhou, and our client hoped that the design would clearly distinguish this as a signature of Westin HNA. With this in mind, we strolled around the area, searching for a unique visual cue. Inspiration struck in the most spontaneous way — we looked up and saw the striking architectural form of the hotel itself, with its diamond-shaped glass canopy above the entrance. It dawned on us: instead of reaching for abstract symbols, why not celebrate this distinctive building as the icon it already is? We deconstructed the diamond glass façade to form the visual background and incorporated the building silhouette as the main graphic motif. The result was clear, bold, and unmistakably Westin HNA — we had found our anchor.

除了體現威斯汀的品牌精神之外，我們還希望兼顧中秋所代表的那份意境 —— 當彎月變圓，天下間團團圓圓，乃是中秋節最動人的浪漫。我們希望在開盒的體驗中也能重現這份詩意。於是特別安排了一個具有層次感的「開盒舞台」：整個過程分為三到四個步驟，客人要一步步揭開結構，才能拿到盒中的月餅。過程不能繁瑣，避免帶來負面感受，但每一階段「舞台」都可供拍照打卡留念，鼓勵客人分享到社交平台，這對酒店而言亦是一種正面的品牌互動。

整個開盒設計呈現了「圓月之下的海航威斯汀」，而且這輪圓月還是由客人親手升上夜空。到了最後一幕，六顆新派口味的月餅出現眼前。每一顆月餅獨立包裝，延續菱形主視覺紋理，並將 Six Wellness 六大理念分別標記其上，從而與品牌文化再度呼應。

從品牌哲學出發，到情境聯想，到互動體驗的安排，「Fly Me To The Moon」月餅禮盒給客人提供了一段豐富的感官旅程。相信這份特別的開盒記憶，能在這個節日裡，為每一位收到它的客人留下難忘的印象。同時亦由衷感謝海航威斯汀團隊的支持，尤其是時任總經理林啟聰先生，對整體構想的理解與包容，讓這次創作得以完整落地。

追月，盡我所能！

Beyond channeling Westin's brand identity, we also wanted the design to express the poetry of the Mid-Autumn Festival — a time when the crescent becomes full, and families gather under one moon. We imagined this transformation could become a part of the unboxing experience itself. So, we designed a multi-layered "unboxing stage": a sequence of three to four steps that gradually reveal the mooncakes. The process is intentionally simple, avoiding complexity, yet rich in experiential value. Each stage is photogenic — inviting guests to take photos, share on social media, and become part of the story. For the hotel, this also serves as an ideal form of brand engagement.

The unboxing journey depicts Westin HNA under a rising full moon — a moon that is lifted by the guest themselves. In the final reveal, six modern-flavored mooncakes are presented, each nestled in its own packaging, adorned with the same diamond pattern and labeled individually with one of the Six Wellness pillars — echoing the brand once more.

From brand storytelling to experiential interaction, the "Fly Me To The Moon" mooncake gift box offers recipients a rich, sensory journey. We believe this moment of unboxing will linger in their memories long after the festival ends. We are also sincerely grateful to the Westin HNA team — especially then-General Manager Mr. Arics Lam — for their trust, openness, and support in bringing this creation to life.

Shoot for the moon, try whatever I could!

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