— PROJECT NAME

饿了么时令官

— ROLE

Creative Lead

Visual Strategy & Systems

— DATE

2022-2024

饿了么时令官 is a long-running brand IP rooted in China’s 24 Solar Terms — a continuous platform for connecting food culture with seasonal tradition, and the brand’s commitment to making Chinese cultural heritage resonate with younger audiences.

As in-house creative lead, I owned the visual language and guidelines behind the platform — building the creative framework that shaped how six agency partners interpreted and executed each season, and evolving it across several rounds of iteration over three years.

Beyond direction, I led end-to-end production and adaptation across online and offline touchpoints, from broadcast films to platform assets and OOH. Twenty-plus campaigns, one coherent IP.

Recognition

Agency partners on this IP were recognised with multiple industry awards in 2024, including Jintou Gold, China 4A Bronze, and DAwards Gold, Silver and Bronze.