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Panda Express
2022 Lunar New Year Integrated Campaign
2022 Lunar New Year Integrated Campaign
Panda Express set out to refresh its annual Lunar New Year campaign with a look that felt both nostalgic and celebratory, spotlighting togetherness while inviting new audiences to take part in the festivities.
In response, we created a vibrant, illustration-led visual system that came to life across in-store point of sale, paid digital, organic social, and Panda Express’s first-ever “Good Fortune Arcade.”
In response, we created a vibrant, illustration-led visual system that came to life across in-store point of sale, paid digital, organic social, and Panda Express’s first-ever “Good Fortune Arcade.”
In-store POP signage
Window Signage
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.
Streamers and influencers quickly picked up the game, which became playable in select stores and even on the massive screen at Barclays Center. Within weeks, more than 400,000 unique players spent over three minutes engaging with the experience, unlocking more than 500,000 coupons for guests nationwide.
Digital Display banners
Brooklyn Pop-up Activation
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.
Role
Design Direction
Designer