The Nine China creates motion graphic posters for South Memory Hunan Cuisine restaurant
‘South Memory’ is a Chinese chain restaurant brand which was founded in 2002, specializing in premium spicy Hunan Cuisine. The brand now has over 60 branches all over China. The Nine, founded by Jody Xiong, was appointed to be the exclusive brand design agency for South Memory in 2016. Festival season is coming, and South Memory wanted to launch a series of posters to celebrate Christmas, New Year and the coming Year of the Chicken and to improve the recognition of Chili Pepper Man, the brand’s mascot.
Since Hunan Cuisine is specialized in spicy flavor, The Nine created the slogan of the campaign as ‘2017, let’s go spicy and fun.’ To bring relaxing humour to the posters, The Nine made motion graphic posters, combining the personified ingredients such as fish, king frog, mushroom and eggs, with the mascot, Chili Pepper Man. All characters were put into a relaxing yet festive scene, to create a holiday atmosphere. One of the posters was inspired by the coincidence that Christmas and New Year share the same syllable in the end, and the syllable pronounces just the same as ‘Egg’. In one of the GIF posters, a chicken, implying ‘the Year of the Chicken’, lays two eggs, implying ‘Christmas’ and ‘New Year’.
The posters are used in social media communication, and they are also made into videos that played on screens in the restaurants.
Credits – Founder and Chief Creative Officer: Jody Xiong. Copywriters: Mark Zhuang, Jun Cao. Art Director: Jody Xiong. Designers: Ali Li, Minmin Shao, Xiao Hong, Lulu Yang. Accounts: Nancy Yang.