Eating with the Seasons

THE CHALLENGE

Delivery platforms talk in discounts. Discounts don’t build a brand.

Ele.me needed something to say that no coupon could, all year round.

THE INSIGHT

Food culture was where Ele.me had authority. China’s 24 solar terms are an ancient calendar that still shapes what people eat, giving the brand 24 moments a year to keep tradition alive for a younger generation.

The design challenge: consistency without sameness. Every season with its own character, all part of one family.

WHAT I DID

I led the team to build the visual framework that gave a rotating roster of agency partners room to interpret each season their own way, while every campaign still read as one IP.

Over two years I led the in-house design team in refining it, creating key visuals, co-branded assets and merchandise, and art-directed our agencies across 20+ campaigns.

THE IMPACT

Winter Solstice 2024 was the standout. Built around eating dumplings on the longest night of the year, it proved culture can sell.

1.1B+ EXPOSURES

4.8M+ INTERACTIONS

112% OF DUMPLING ORDER TARGET

+64% CATEGORY GROWTH

RECOGNITION

Winter Solstice 2024

Gold, ROI Festival · Gold, DAwards · Bronze, China 4A Creative Awards

Agency partner awards, 2024

Jintou Gold · China 4A Bronze · DAwards Gold, Silver & Bronze