Concept project
Sweet Beijing
A campaign and app that introduce visitors to Beijing through the pastries made for its seasonal festivals, designed with a team of students in Beijing.
Sweet Beijing was an international collaboration with college design students in Beijing. As a team we researched and surveyed people about what they would want from a visit to Beijing.
The research pointed us toward food, and specifically the pastries made for Beijing’s seasonal festivals. Each one carries a story about the holiday it belongs to. The campaign uses them as a way into the city’s culture: a logo, static and motion ads, and an app where visitors find bakeries, learn each pastry’s history, and try the recipe themselves.
The identity
The mark pairs a flowing script with a traditional Chinese border, so it reads as both a bakery and a guide. A deep red and a pastry gold lead the palette, with a secondary set drawn from the pastries themselves. Three typefaces split the work: a script for the logo, a condensed display face for headlines, and a wide sans for body text.
Advertising
The ads lead with the pastries themselves, cropped close and set against the brand red.
