Westfield Chinese New Year Visual Identity
The bubbling hot pot, the fish, the snacks, the dumpling, the red pocket, the fire cracker...what is your most memorable moment of Chinese New Year?
The Background
To create the Visual Identity for online social campaign & offline event, targeting the Chinese audience both living in UK and traveling in London during the Chinese New Year.
The idea
Food always brings people together. My idea was to create the visual base on the most important meal of the year ---- "年夜饭" (Chinese New Year Dinner).
The design
Individual posters featuring signature CNY dishes to generate discussions around CNY; key visual featuring the sumptuous CNY dinner to set the festive atmosphere.
Social Campaign
“有___就是过年”
“As long as there’s ___, that’s New Year”
Social Activation
In-store Event Poster
