Tsui Hang Village Chinese New Year Cake

During the festive period of Chinese New Year, the food and beverage industry experiences fierce competition as brands compete to attract attention and boost sales. In this dynamic landscape, Tsui Hang Village (THV), a prestigious Michelin-recommended restaurant with a 50-year heritage, introduced the "糕 GO GO" campaign - an exciting and forward-looking concept - to present its Chinese New Year cake collection this year.



This campaign aims to rejuvenate THV's traditional brand and showcase the modernization and artistic style of its Chinese New Year cakes. The word "糕" represents "traditional Chinese pastries" and is pronounced as "GO" in English. It symbolizes the Chinese New Year cakes offered by THV while also expressing the restaurant's ambition to advance and refresh its image.



Under the main campaign theme of "GOing forward", enhancing visual appeal and maintaining a sense of tradition, this year's packaging design for the selection combines classic elements with vibrant colors. It incorporates THV's brand identity and features traditional Chinese floral scenery that symbolizes the concept of "welcoming guests with flowers and birds" ("花鳥迎賓"), as well as auspicious symbols like "copper coins" ("銅錢"), "lucky knots" ("如意結"), and "auspicious clouds" ("祥雲"), etc. Furthermore, the design includes tailor-made auspicious Chinese New Year greetings that resonate with each flavor and convey the group's best wishes to all customers. The greetings include Prosperity Blooms, Joyful New Year, Eternal Abundance, Mighty Spirit, and Ascending Greatness. This thoughtful approach effectively captures attention and distinguishes the collection from competitors.