Support Small Business Poster by Min Huei Lu

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DESIGN DETAILS
DESIGN NAME:
Support Small Business

PRIMARY FUNCTION:
Poster

INSPIRATION:
Due to the COVID-19 pandemic, many small businesses have had negative monetary impacts. These businesses require support which in-turn supports the local economy. During these unprecedented times, Gong Cha is making an attempt to support the local restaurants in the community.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The goal is to make the brand more unique, creative, and high quality that represents the brand's soul and mission in the premium beverage market. During quarantine, many people missed the experience of dining out while many local and mom-and-pop restaurant businesses suffered. Gong cha wants to provoke people’s desire for tea and food pairing when they order a food take out, helping local restaurants while also providing individuals with a great eating experience at home.

OPERATION / FLOW / INTERACTION:
Gong Cha California collaborates with many local mom-and-pop restaurants as well as local food chain brands like poke-bowl, and Ike's sandwiches in California. The three months "Support small business campaign" poster was posted in all the California stores, local restaurants, and on all the social media platforms.

PROJECT DURATION AND LOCATION:
The project started in August 2020 in San Francisco and the "Support Small Business advertising campaign" finished in November 2020 in California.

FITS BEST INTO CATEGORY:
Graphics, Illustration and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Designed in Adobe illustration, printed on letter size poster paper. Implemented on all kinds of social media like Facebook, Instagram, and Website.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Poster: 8.5"x11" Instagram: 1080px X 1080px Facebook/Website Banner: 820 px X 312 px

TAGS:
Visual design, illustration, food, drinks, boba tea

RESEARCH ABSTRACT:
Gong cha design lab spearheads the design research, ideation, execution, and implementation. The designer started from research articles and blogs online, conducted three 1-on-1 interviews and online surveys, and based on the interview data I learned that many foodies love pairing different kinds of food with different kinds of drinks. A deeper understanding of consumers ' eating habits helps develop the concept for the "Support small business" campaign.

CHALLENGE:
Gong cha design lab learned that consumers like pairing sweet desserts with tea and pairing food like pizza or noodles with milk tea. The challenge is to showcase many different kinds of food with drinks without overwhelming the audience visually. After a few rounds of sketch and iteration, the best solutions are to use illustration to present different food categories, using real photos to show visual contrast.

ADDED DATE:
2021-02-25 15:42:09

TEAM MEMBERS (1) :


IMAGE CREDITS:
Image #1,2,3,4,5: Photographer: Gong cha USA CA, LLC
Creator: Min Huei Lu ( Gong cha USA CA/ Lead Graphic designer ), Support small business, 2020.

Visit the following page to learn more: https://tambourine-lime-7869.squarespace.com/ support-small-b
CLIENT/STUDIO/BRAND DETAILS
NAME:
Gong cha

PROFILE:
Gong Cha is a tea drink franchisee headquartered in Kaohsiung, Taiwan. In 2017, 70% of ownership was sold to Euiyeol Kim, owner of Gong Cha Korea, Gong Cha's Korea franchisee, with private backings. In 2019, TA Associates agreed to provide growth investment to Gong Cha.

NOMINATION DETAILS

Support Small Business Poster by Min Huei Lu is a Nominee in Graphics, Illustration and Visual Communication Design Category.

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AWARD DETAILS

Support Small Business Poster by Min Huei Lu is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.



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