FOR IMMEDIATE RELEASE

Gong Cha's "Support Small Business" Poster Campaign

Min Huei Lu's "Support Small Business" poster campaign, designed for Gong Cha, aimed to support local restaurants during the COVID-19 pandemic. The campaign promoted food and drink pairings for takeout, encouraging individuals to enjoy a great dining experience at home while supporting local eateries. The poster, designed in Adobe Illustrator and printed on letter-size paper, was part of a three-month campaign implemented across social media platforms, including Facebook, Instagram, and the Gong Cha website.

The visually striking poster, measuring 8.5"x11", featured illustrations of various food categories paired with Gong Cha's premium beverages. The campaign collaborated with local mom-and-pop restaurants and food chain brands in California, with the poster displayed in all California stores and local restaurants, as well as on social media platforms. The project, which started in August 2020 in San Francisco, concluded in November 2020.

The "Support Small Business" campaign was the result of in-depth research conducted by Gong Cha's design lab, which included research articles, interviews, and surveys to understand consumer eating habits. The campaign aimed to address the challenge of visually presenting diverse food and drink pairings without overwhelming the audience. Min Huei Lu's design successfully showcased the brand's mission in the premium beverage market, earning the campaign the Bronze A' Design Award in 2021.

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