Fairwood Poon Choi Campaign
Role: Creative Direction/ Art Direction
Client: Fairwood
Agency: MTWT Communications Limited
The series of posters designed to promote the tradition of Poon Choi during three significant Chinese festivals: Mid-Autumn Festival, Winter Solstice, and Chinese New Year.
Poon Choi, a traditional Chinese communal feast served in a large basin, represents unity, prosperity, and the joy of coming together with loved ones. These posters aim to capture the essence of these festivals while highlighting the cultural significance of Poon Choi. In addition, leaflets are designed for ordering poon choi in store and website contents are designed for online ordering.
Phase 1: Key Visual for Mid-Autumn Festival
Phase 2: Key Visual for Winter Solstice
Phase 3: Key Visual for Chinese new Year
Phase 1Mid-Autumn Festival
The Mid-Autumn Festival is a traditional Chinese celebration centred on reunion, togetherness, and sharing a meal under the full moon. As a communal dish symbolizing abundance and unity, Poon Choi naturally becomes the centrepiece of the family gathering.
The visual direction uses warm orange and earthy brown tones inspired by autumn evenings. The full moon, rounded moon-gate form, auspicious clouds, and branches reference familiar Mid-Autumn imagery. These elements frame the Poon Choi while creating a festive atmosphere of warmth, prosperity, and reunion.
Phase 2
Winter Solstice
The Winter Solstice is an important Chinese festival that celebrates family reunion and togetherness during the longest night of the year.
To reflect the winter season, the colour palette shifts from the warm orange tones of Mid-Autumn to cooler, more muted shades of taupe, grey, and brown. The traditional lattice window and cotton branches create a calm winter atmosphere, while the golden circular graphic adds warmth and maintains a sense of celebration and visual consistency across the campaign.
Phase 3
Chinese New Year
Chinese New Year is the most celebratory festival in the series, marking a fresh beginning filled with wishes for good fortune, prosperity, and happiness.
The visual adopts the boldest and most vibrant direction of the campaign. Red dominates the palette to symbolize luck, happiness, and celebration, while gold represents wealth and prosperity. Festive elements, including traditional lanterns, orchids and a generous banquet spread, creating a rich sense of occasion and present the meal as a valuable, abundant start to the year.
A mobile-friendly online menu presents product details, prices, set options, and promotional add-ons, allowing customers to review the offers and order easily.