Silver Dragon Cafe

Famous family owned Bay Area Chinese restaurant opens a location in the Oakland Airpot

Working with the family for over 10 years has been a highlight of my career. I had the chance to help build and improve their brand. My goal was to create a look that fit well with the other franchises in the terminal. I aimed to enhance their menu with a fresh design, appealing photography, a revised logo, and clear signage to grab attention.

I made sure the breakfast menu was easy to read and geared towards busy travelers. I focused on creating images that built trust and encouraged quick purchases. I carefully photographed the items and designed all marketing materials.

We launched effective advertising banners and display ads in the terminal, along with engaging social media content. They relied on my messaging strategy to spread the word in the changing social media landscape.

Menus

Menu for Silver Dragon restaurant featuring dim sum, made-to-order items, and dragon bowls. Dim sum includes baked pork bun, spring roll, siu mai, har gow, and pot sticker. Made-to-order options include chow fun and won ton soup. Dragon bowls allow selection of noodles, rice, or vegetables, paired with chicken, beef, or tofu dishes.
Breakfast menu featuring various items such as Jetter Sandwich, Croissant Sandwich, Fresh Start Sandwich, Oatmeal, Fresh Start Wrap, Sausage Wrap, Fresh Start Bowl, Classic Bowl, and more. Prices and brief descriptions are provided for each. Grab-n-Go options include salads, noodles, fruits, and wraps. Beverages include bottled water, coconut water, juices, teas, coffees, and energy drinks. The menu offers a variety of breakfast and drink choices with prices listed for each item.
Restaurant menu and interior of Silver Dragon offering lunch, dinner, and breakfast options including dragon bowls, sandwiches, wraps, and dim sum. Price details and food images are displayed.
Dim sum food combinations and meal options on a menu. On the left, options include baked pork bun, vegetable spring roll, pork and shrimp siu mai, shrimp har gow, and pork pot sticker. Prices are given for 2 or 3 pieces. On the right, main dish choices are kung pao chicken, broccoli beef, tofu vegetable, and mandarin orange chicken. Side dish options include vegetable medley, egg noodle, and fried rice (jasmine or brown rice).
Menu for Silver Dragon Cafe's Dragon Bowl Feast. Options include egg noodles, fried rice, white jasmine rice, brown rice, mandarin orange chicken, kung pao chicken, mushroom chicken, broccoli beef, pepper beef, lemongrass tofu, and vegetables. Visit silverdragoncafe.com for catering questions. Logo included.

Announcing Breakfast

Launching breakfast items was a strategic move to outperform nearby restaurants. I drew on my travel experiences, knowing quick food choices are essential for busy travelers.

I crafted imagery to evoke the recognizable McDonald’s feel, appealing to commuters and tourists on the go. I handled everything: photographing, retouching images, and executing the campaign, including banners, airport ads, and social media.

Advertisement for Silver Dragon featuring baked pork buns with text "Get your buns on the plane."
Advertisement for Silver Dragon at Gate 7 featuring a Fresh Start Wrap with ingredients like eggs, spinach, tomatoes, and cheese, with the slogan 'Wrap it up before you depart.'"
Promotional image for Silver Dragon featuring a ham and Swiss croissant sandwich with text "Vive la Breakfast."
Advertisement for Silver Dragon's "Jetter Sandwich" at Gate 7 with image of breakfast sandwich containing egg, sausage, and cheese, labeled "Made Fresh Daily."
Two Silver Dragon banners advertising breakfast items available near Gate 7. The left banner features the Jetter Sandwich, Fresh Start Sandwich, and Croissant Sandwich. The right banner lists the Fresh Start Wrap, Sausage Wrap, and Pork Buns.

Announcing Dim Sum Campaign

Launching their new menu item was a big moment for the lively Chinese community in the Bay Area. Authentic Dim Sum, which is deeply rooted in local culture, is hard to find elsewhere.

For newcomers to this cuisine, I aimed to create a fun and friendly experience with a unique touch. The design would be clean and classy, capturing the elegance of this culinary tradition. I coined the phrase “Get Sum” as a playful twist on Dim Sum to encourage people to try this new dish.

Image of a Silver Dragon restaurant advertisement featuring a bamboo steamer with pork and shrimp siu mai dim sum against a red background with the text 'GET SUM.' and 'MADE FRESH DAILY.'"

Art Direction

Design

Photography

Digital Retouching

Client Relations

Production