To support the launch of Ele.me Retail’s gifting IP, we developed a modular visual framework built around the existing “玛上到” and “心坎礼” propositions. The system balanced emotional relevance with immediacy while establishing clear information hierarchy across performance and brand touchpoints.

A flexible title architecture and modular design system were created to ensure consistency while allowing different occasions to express distinct creative ideas.

The framework defined:

• - Information hierarchy across brand, IP and promotional messages.
• - Reusable visual principles and component structures.
• - A scalable headline formula that could adapt to different themes and business scenarios.
• - Distinct visual expressions for different gifting occasions while maintaining a unified brand language.

Mother’s Day emphasized emotional resonance and “送得对”, while 520 focused on immediacy through a recognizable horse-inspired visual system.

• - Established the first visual framework for Ele.me Retail’s gifting occasions.
• - Introduced modular design principles that improved creative efficiency and consistency.
• - Enabled faster adaptation across future campaigns and business initiatives.
• - Extended beyond the initial launch into subsequent retail programs including 「冰冰有礼节」 and other seasonal campaigns.
• - Improved campaign traffic efficiency through iterative creative optimization.