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Design direction for 2022 Panda Express’ integrated Lunar New Year campaign
In-store signage
Digital Assets for Dotcom
Lucky Envelopes & Fortune Cards
For nearly 40 years, Panda has invited guests to celebrate Lunar New Year with loved ones through good food and good fortune. Continuing a beloved tradition, Panda Express locations nationwide handed out over one million red envelopes on Feb. 1, as well as a collectible fortune card inspired by Panda's signature lucky dishes. Panda's customizable Family Meal helps guests come together to perience their own combination of Lunar New Year dishes and personal favorites. From Orange Chicken (orange for prosperity) to Honey Walnut Shrimp (representing happiness), Chow Mein (symbolizing longevity) and Egg Rolls (resembling wealth), there are countless options sure to make everyone happy.
Family Meal Carrier
Bespoke illustrations for the family meal carrier, depicting the joyful hustle and bustle scenes of pandas and people preparing for Chinese New Year and enjoying food.
Good Fortune Arcade
As part of our campaign, we created The Good Fortune Arcade, aiming to evoke a sense of nostalgia while introducing a modern way of telling the Lunar New Year story. In each level, players are tasked with catching the legendary monster behind the holiday's origin, Nian, who has stolen their lucky foods. As they progress, each player worked to collect these lucky dishes, while dodging obstacles along the way. After each completed level, players unlocked a fortune card containing a discount code for online ordering.
@officialpandaexpress Social
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Digital
Selection of display banners
Brooklyn Pop-up Activation
Inspired by the launch of Good Fortune Arcade game, Panda Express’ Brooklyn location temporarily transformed its exterior to bring the arcade to life by incorporating elements of the legendary monster Nian and Pandas that wrapped around the storefront’s corner, putting a modern yet nostalgic twist on the origin story and food symbolism behind Lunar New Year.
Within the pop-up experience, guests were able to play the game in IRL on the Good Fortune Arcade machine or on their phones, unlocking various rewards redeemable online at any Panda Express location nationwide.
