Year of the Dragon
Third Culture Bakery
For 2024's Lunar New Year, Third Culture Bakery launched its first-ever black sesame product line, inspired by the Wood Dragon. The collection included a black sesame latte powder, paste, themed pastries, drinks, and exclusive merchandise, accompanied by a celebratory event with Lion Dancers and a Red Envelope giveaway.
As the creative lead, I developed a cohesive visual identity, starting with a custom Wood Dragon illustration embodying strength, growth, and vitality—qualities shared with black sesame. Through bold packaging, expressive motion graphics, and vibrant social media content, I elevated brand storytelling and engagement, doubling event popularity and creating a lasting impression.
Role
Lead Designer
Challenge
Third Culture Bakery needed to boost engagement and sales for their Lunar New Year event and exclusive Year of the Dragon black sesame products. They sought a bold visual identity and dynamic marketing assets to capture attention, enhance brand storytelling, and drive excitement.
Solution
I created a custom Wood Dragon illustration as the foundation for packaging, merchandise, and digital content. Through vibrant designs, motion graphics, and strategic social media visuals, I unified the brand experience and amplified engagement—doubling event popularity and making this launch their most memorable yet. Customers responded enthusiastically, sharing their experiences online and taking home uniquely designed merchandise, solidifying the event’s impact and driving greater brand loyalty.
Skills
Illustration
Packaging Design
Motion Design
Social Design
Product Photography
Packaging, Motion, and Merch
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