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project overview
Lee Kum Kee is a renowned Hong Kong–based brand recognized worldwide for its authentic Asian sauces, marinades, and seasoning mixes. For the US market, I contributed to a series of ongoing marketing campaigns by designing both print and digital visuals. These materials were created to promote a variety of products and to support in-store promotional events, maintaining the brand’s strong visual identity while adapting to diverse retail environments.
goal
The project involved developing cohesive visuals for multiple touchpoints, including posters, headboards, and sideboards for in-store shelves, as well as large-format displays for pop-up event pallets. The designs aimed to capture shopper attention, enhance brand visibility, and drive product engagement, ensuring that each visual element communicated Lee Kum Kee’s signature authenticity and quality in a clear, appealing way.
my role
Graphic Designer
timeline
Ongoing
tools
Adobe Creative Suite, Corel Draw
visual design for 2025 Chinese New Year in-store campaign
I participated in refining design options for in-store hanging posters, headboards, sideboards, and display pallets used in Lee Kum Kee’s 2025 Chinese New Year campaign. My role focused on updating existing visuals to better align with client feedback and campaign objectives, ensuring brand consistency while optimizing layout balance, color harmony, and text legibility across different display formats. The campaign aimed to connect traditional New Year dishes with Lee Kum Kee sauces, enhancing festive appeal and strengthening brand recognition among shoppers.
Digital Banners for Multilingual Online Product Promotion
I designed a series of digital banners for the 99 Ranch Market website to promote Lee Kum Kee’s soup bases and dipping sauces in multiple languages. The project required balancing both Lee Kum Kee’s and 99 Ranch Market’s visual guidelines while maintaining design consistency across English, traditional Chinese, and simplified Chinese. My focus was on creating adaptable layouts that preserved visual harmony, legibility, and brand recognition across different language formats and display sizes.
Through these localized designs, the campaign effectively enhanced brand visibility among diverse audiences and strengthened Lee Kum Kee’s connection with multicultural consumers in the US market.
