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

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.

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.

Art Direction

Design

Photography

Digital Retouching

Client Relations

Production