To create a visual identity for all 40+ stores in the Northern California region that would help each store celebrate the excitement and traditional values of Chinese New Year.

Words such as "bold", "bright", "electric", and "visual" describe any Chinese New Year Celebration and acted as the starting point for creating a dynamic graphic marketing campaign. I did an abundance of research on the Chinese culture for this venture, focusing on the history of Chinese New Year, cultural colour meanings of the holiday, and the ways the Chinese celebrated particular values. I also desired to incorporate the juxtaposition of traditional values with modern aesthetics.

The bold colours and fonts reminiscent of graphic novel covers and (specifically) Tarantino's Kill Bill, combined with my bold and punchy taglines for the program, helped pave the way towards a very successful visual campaign.