This year for Chinese New Year Panda Express wanted to introduce mainstream America to their rich full of traditions 15-day long holiday. As part of the Bailey Lauerman (Panda Express’ agency of record) team , I had the privilege to work on some of the materials. A set of icons were developed to tell the story of this rich holiday in every promotional piece from in-store, to the digital and social space.
The Menu translites focused on promoting the festive atmosphere of the celebration encouraging people to share a meal together during this time of year either in store or at home by taking home the special “Family Feast” meal offer.
A special Celebration Kit was created for guests who ordered the “Family Feast” meal that made learning about this Holiday more fun and entertaining. From decorative table runner with Chinese New Year traditions explained on it, to a card game, sticker, a car decal and a pair of two red envelopes there was something for everyone in the family to get excited about.
The printed version of the card game was so fun that Ellen Degeneres picked it up and included it as a special deck in her “HeadsUp” digital game. The game was also played on the “Fresh Off The Boat” TV show on ABC by the cast members. It was a fun way to make everyone in the family engage in an activity together and learn about this interesting and full of rich history and traditions holiday.
Festive traditional red paper cuts were designed to ornate the store’s windows and signify to guests from the outside that something special was happening in store during this time of year.
Door clings also greeted guests with “Happy Chinese New Year” message and an upside down Fu Dao symbol telling them that good fortune has arrived. Inside the steam table was adorned with steam table clings for each one of the lucky foods guests should order during Chines New Year introducing guests to Chinese food symbolism.
The dragon dance was used as one of the main visual motifs to tell the story Chinese New Year this year. His presence was on almost all materials including the take out pails and cups in store. According to Chinese tradition the dragon dance chases away evil spirits. Many dragon dances are performed by dancers during the 15-day celebration.
An in-store poster explained to guests how to join the celebration. Step 1: Order a Family Feast. Step 2: Get Your Celebration Kit. Step 3: Share with Family and Friends. In addition a beverage merchandiser was created to guide guests in finding their Chinese Zodiac Animal and learning about their luck in the year of the Rooster.
Visual elements from the in-store campaign were taken and used on the website to tell the story of the holiday. A separate page was dedicated to the “8 Ways to celebrate” the holiday.
CCO: Carter Weitz
CD: Marty Amsler
AD: Dessi Price
Illustrations: Dessi Price, Bri Harding, Joe McDermott, Kelsey Steffes
Website Design: Camille Marlow, Brett Bass
AE: Ellie Charter
Project Management: Courtney Kottich
Retouch: Gayle Adams, Joe McDermott, Thomas Irvin
Photography: Jon Edwards