Campaign – Design – Identity – Promotion
Branch work closely with Ping Pong, the chain of dim sum restaurants to create campaign identities, including Chinese New Year and Festive celebrations. The campaigns are rolled out across retail graphics for window displays, promotional literature, staff t-shirts, online banners and social media.
Year of the Sheep
For the Chinese, the Year of the Sheep isn’t necessarily their favourite, there are 12 animals in the Chinese zodiac and the sheep is seen as one of the least desirable, even to the point of it being deemed unlucky. Branch turned this perception on it’s head and created a concept around luck. We designed an icon set based on traditional Chinese symbols for luck. Our set of symbols formed the basis of the campaign creative, used throughout the Ping Pong restaurants on window graphics, staff t-shirts and menu covers. The icons were also used within a specially created app which offered customers the chance to win various prizes.
For the 2014 festive campaign we took inspiration from an essential part of the Ping Pong dining experience – chopsticks. Our creative included designing a ‘chopstick’ typeface to use throughout the campaign messaging, as well as making bespoke snowflake decorations from 800 chopsticks.
Our messaging was centred around it being ‘choppy outside’ encouraging people to come in and sample the delights of some delicious ‘season’s eatings’.
Year of the Horse
The inspiration for the campaign identity comes from the original Mandarin character for Horse, with the final symbol given a more stylised and literal slant. The brushed style of calligraphy represents the concept of movement and travel which aligns with the key attributes of people born in the year of the horse. The creative was rolled out across restaurant window displays, traditional red Chinese New Year gift envelopes, promotional literature, staff t-shirts, web promotions and social media. The highly successful campaign helped to increase Ping Pong’s sales during the period by over £600,000.
This campaign was all about the freshness of Spring and the vibrancy of the ingredients, oh, and the fullness of your tummy after indulging in the new Ping Pong set menus. The colours and messaging reflect the arrival of the new season and a quintessential method of Ping Pong’s dim sum food, freshly steamed parcels of goodness.
New Years Eve
New Years Eve is about excitement. Our campaign used a disco of coloured dim sum shapes creating the promise of a vibrant time at Ping Pong celebrating the turning of the year.
In China, 8 is considered a lucky number. The idea for Ping Pong’s Super 8 lunch menu, featuring 8 items for £8, was to bring you luck and to leave you feeling super full. Our creative was all about showcasing the appetising set menu, in a bold and engaging way.