Cultural menu & packaging identity
Challenge
The objective was to design a cohesive cultural campaign for Chinese New Year that included digital menu boards and print based food packaging. The work needed to celebrate the cultural significance of the holiday while remaining aligned with hospitality branding standards and operational requirements. The challenge was creating visually impactful designs that could translate seamlessly across large scale digital signage and physical packaging, while collaborating with restaurant managers and McMaster student clubs to curate authentic menu offerings.
Approach
I developed a vibrant visual system inspired by traditional Lunar New Year elements, incorporating symbolic colors, patterns, and typography to create an immersive and celebratory atmosphere. Working closely with hospitality managers and campus clubs, I helped refine menu selections and ensured the designs accurately reflected the cultural significance of the event. Assets were produced for large format digital screens as well as printed packaging, maintaining consistency across environmental signage and takeout containers to create a unified experience.
Outcome
The campaign successfully transformed the dining environment into a festive and culturally engaging space. The cohesive integration of digital signage and branded packaging enhanced the overall guest experience and strengthened community engagement on campus. The project demonstrated the ability to merge cultural storytelling with functional hospitality design, delivering a memorable and visually unified activation.
