CLIENT

PEI WEI ASIAN KITCHEN

BACKGROUND

Pei Wei desired a solution to identify the brand’s core emotional equity as a means to retool the foundation for future growth. The goal was to uncover the higher purpose brand benefit that resonated with core consumers and new ones alike. Flavor With Purpose was born. We explored the ancient Asian philosophy and practice, that food brings well-being to the body and soul, as a foundation for the development of Eating Well campaign. The creative approach infused the bright colors, historical patterns and brush stroke textures found across Asia to create a personality and presentation that highlighted the scratch made kitchen and the health benefits of their ingredients.

CREDITS

Creative Direction
Jason Koebel

Art Direction & Graphic Design

Jason Koebel & Julie Cronin

Illustration
Jason Koebel

Photography
Jennifer Silverberg

Copywriting
Jason Koebel & Rachael Day

Video

Chadwell Ruthsatz (Tree9 Films)

Video Editing / Sound Design
Jack Larson & Jim MacMorran (Avatar Studios)

Environmental / Interior Design
Jason Koebel

ADDITIONAL MENTION

In 2017 Pei Wei was purchased and the brand had undergone another overhaul. After the work was launched the new owner reached out to us to partner with him and his team instead. Since then, we have delivered a recruitment video, a few campaigns featuring a prominent Food Network chef and we are currently leading the design development of the their new fast casual prototype.