Support Small Business: A Creative Poster Design by Min Huei Lu

Revitalizing Local Restaurants Through Visual Appeal

As the COVID-19 pandemic continues to impact small businesses, many local restaurants have faced significant financial setbacks. Recognizing the importance of supporting these establishments, Gong Cha has launched a unique initiative to uplift the local economy. Min Huei Lu, the lead graphic designer at Gong Cha USA CA, has created a visually stunning poster design that represents the brand's soul and mission.

The goal of this campaign is to make Gong Cha more than just a beverage brand. By collaborating with local mom-and-pop restaurants and food chain brands like poke-bowl and Ike's sandwiches in California, Gong Cha aims to create a sense of community and solidarity. The three-month "Support Small Business" campaign poster was displayed in all Gong Cha California stores, local restaurants, and across various social media platforms.

Min Huei Lu designed the poster using Adobe Illustrator and printed it on letter-size poster paper. The captivating visuals were also implemented on social media platforms such as Facebook, Instagram, and the Gong Cha website. The technical specifications for the poster were 8.5"x11", while the Instagram dimensions were set at 1080px X 1080px, and the Facebook/Website banner dimensions were 820px X 312px.

The design research for this campaign was spearheaded by the Gong Cha Design Lab. Through online research articles, blogs, and three one-on-one interviews, the team gained a deeper understanding of consumer eating habits and preferences. The interviews revealed that many food enthusiasts enjoy pairing different kinds of food with various drinks. Armed with this knowledge, Min Huei Lu developed the concept for the "Support Small Business" campaign.

One of the challenges faced during the design process was showcasing a variety of food and drink pairings without overwhelming the audience visually. After several rounds of sketches and iterations, the team arrived at the best solution: using illustrations to present different food categories and real photos to create visual contrast.

The result is a visually striking poster that not only supports local businesses but also entices viewers with the idea of tea and food pairing. By showcasing what a great eating experience looks like, Gong Cha hopes to inspire individuals to order takeout from local restaurants and enjoy their favorite Gong Cha beverages at home.

This outstanding design by Min Huei Lu has been recognized with the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2021. This prestigious award is bestowed upon designs that exhibit exceptional creativity, ingenuity, and resourcefulness. By incorporating best practices in art, science, design, and technology, this design contributes to improving the quality of life and making the world a better place.

Supporting small businesses has never been more important, and Gong Cha's "Support Small Business" poster campaign serves as a powerful reminder of the impact we can make through creative design and community collaboration.