CHINESE NEW YEAR
VEGAN RICE CAKE CAMPAIGN
Project Type
Output
Company
Date
Original Key Visuals Including Photoshoot Direction And Set Up, Tagline Design, Graphics
Stand Foamboard, Website Banner, Social Media Post, Voucher, Gifs, Package Design
Green Monday
Nov 2022
Green Monday have created vegan versions of Rice Cake, that is a traditional food on the Chinese New Year table that often includes meat and egg. This campaign aimed to promote the two types of rice cake with a fresh and alternative look from the traditional Chinese New Year visual style. The project included an original key visual with photoshoot with original direction, set up and post-production touch-up, graphic, and stop motion video shooting.
The key visual utilises a fresher colour scheme of pumpkin orange and beige, and the layout of the photo used wooden plate with different height to construct a depth in the photo. A shadow of the pattern of the company logo and the traditional Chinese paper cutting art is in the background to relate back to the visual of Chinese New Year in a subtle but artistic way.
The graphic elements in the design are inspired by traditional geometrical patterns and ribbons, and also implementing elements of rabbits in the graphic, for the Year of Rabbit.
Original Key Visual
Details & Drafts of the Visual Materials
As a part of the promotion on the company’s social media, I also included stop motion videos in the photo shooting process, and created two videos illustrating the rice cake products made with fresh and plant based ingredients.
