Mid-Autumn 2018
Victoria Harbour
Creating print design and photography to help Victoria Harbour restaurant promote its Mid-Autumn Festival offering.
Victoria Harbour is a long-standing and well-acclaimed Chinese restaurant in Hong Kong. To celebrate the Mid-Autumn Festival, DASH helped Victoria Harbour create promotional material for its selection of special mooncakes, delivering art direction, the key visual and food styling and the headline and creative.
sector
food and beverage
work
art direction / key visual / food styling / food photography / headline creative
Victoria Harbour
Mid-Autumn 2018
Creating print design and photography to help Victoria Harbour restaurant promote its Mid-Autumn Festival offering.
Victoria Harbour is a long-standing and well-acclaimed Chinese restaurant in Hong Kong. To celebrate the Mid-Autumn Festival, DASH helped Victoria Harbour create promotional material for its selection of special mooncakes, delivering art direction, the key visual and food styling and the headline and creative.
sector
food and beverage
work
art direction / key visual / food styling / food photography / headline creative
Challenge.
Victoria Harbour’s customers and its target market are families and elderly members of the community from the surrounding neighbourhood. In order to ensure that the print promotional material was successful, the poster needed to communicate the promotion and spirit of the festival in a way that would appeal to this demographic.
Creative Design &Direction.
After undertaking research into the restaurant’s target audience, DASH decided to focus on the cultural traditions of the Mid-Autumn Festival, particularly the importance of family reunion. This traditional message would strike a tone with the audience and work hand in hand with <a rel=”noopener noreferrer” href=”https://www.hoikonghk.com.hk” target=”_blank” class=”OutLight”>Victoria Harbour</a>’s mooncake fillings, which are luxurious while remaining traditional.
To emphasise the traditional message, the art direction and food styling placed the mooncake centre stage. Mooncakes represent the shining moon, which ties back to the original celebration of the festival, and the roundness of the mooncakes themselves symbolise completeness and togetherness, further communicating the campaign’s key message. The poster’s tagline, “A Precious Reunion with the Golden Moon”, leveraged the traditional meaning of the festival and appealed to the key audience, for whom family gatherings and keeping traditions alive are important.
Challenge.
Victoria Harbour’s customers and its target market are families and elderly members of the community from the surrounding neighbourhood. In order to ensure that the print promotional material was successful, the poster needed to communicate the promotion and spirit of the festival in a way that would appeal to this demographic.
Creative Design &Direction.
After undertaking research into the restaurant’s target audience, DASH decided to focus on the cultural traditions of the Mid-Autumn Festival, particularly the importance of family reunion. This traditional message would strike a tone with the audience and work hand in hand with <a rel=”noopener noreferrer” href=”https://www.hoikonghk.com.hk” target=”_blank” class=”OutLight”>Victoria Harbour</a>’s mooncake fillings, which are luxurious while remaining traditional.
To emphasise the traditional message, the art direction and food styling placed the mooncake centre stage. Mooncakes represent the shining moon, which ties back to the original celebration of the festival, and the roundness of the mooncakes themselves symbolise completeness and togetherness, further communicating the campaign’s key message. The poster’s tagline, “A Precious Reunion with the Golden Moon”, leveraged the traditional meaning of the festival and appealed to the key audience, for whom family gatherings and keeping traditions alive are important.
