Food And Beer Make Your Day!

San Miguel

Making a connection between San Miguel and Hong Kong’s famous Dai Pai Dongs in a project that included art direction, food styling and photography and print direction.

San Miguel Brewery Hong Kong Ltd (SMBHK) is a brewery based in Hong Kong and a majority-owned subsidiary of San Miguel Brewing International Ltd. San Miguel hired DASH to work on art direction, the key visual, print design, food styling and photography and creative headline to promote the beer in Hong Kong’s much-loved food markets.


sector

food and beverage


work

art direction   /   key visual   /   print design   /   food styling   /   food photography   /   headline creative

San Miguel

Food And Beer Make Your Day

Making a connection between San Miguel and Hong Kong’s famous Dai Pai Dongs in a project that included art direction, food styling and photography and print direction.

San Miguel Brewery Hong Kong Ltd (SMBHK) is a brewery based in Hong Kong and a majority-owned subsidiary of San Miguel Brewing International Ltd. San Miguel hired DASH to work on art direction, the key visual, print design, food styling and photography and creative headline to promote the beer in Hong Kong’s much-loved food markets.


sector

food and beverage


work

art direction   /   key visual   /   print design   /   food styling   /   food photography   /   headline creative

Challenge.

Hong Kong’s unique food culture has a special place for its food halls and street food. Found throughout the city and known locally as Dai Pai Dong, these food stalls serve up a wide range of local and foreign dishes and are extremely popular with people of all ages and walks of life. San Miguel wanted to promote its beer in these establishments, working with Chinese and Western restaurants in the markets to make San Miguel the beer of choice.

The marketing available in Hong Kong food halls is still quite traditional in approach and this was something DASH would need to consider in its design. At the same time, the food halls are bustling, lively places, and any visual displays needed to stand out in this atmosphere while not looking out of place amongst the tables and diverse food stalls.

The Creative Design &Direction.

DASH wanted to position San Miguel as the perfect accompaniment to the eating rituals of Hong Kong’s Dai Pai Dongs. It was essential to form a strong link so that restaurant customers would choose San Miguel to accompany their meals.

DASH first came up with a straight-forward tagline in Chinese and English: “Food and Beer Make Your Day”. The tagline intended to express the feeling of happiness and contentment that comes with dining on good food amongst close friends over a cold beer. The straightforwardness of the tagline reflects the humble style of the Dai Pai Dongs, and the unpretentiousness of their offering.

In Chinese, the tagline was designed with a handwriting style to complement the relaxed and informal setting of the Dai Pai Dongs. Dai Pai Dongs are a place where everyone is welcome and can feel comfortable, and using the handwriting style typography aimed to get this message across. The English text leveraged a similar approach, with a design inspired by chalkboard signage in a bar or restaurant.

The key visuals would be displayed as a poster, table standee or paper flag in different restaurants. Each key visual would include a signature Dai Pai Dong dish, alongside a San Miguel beer. This approach would make it easy to customise the image according to whether the establishment was western or Chinese. The key visual series was divided into two cuisine styles – Western and Chinese and after aligning with the client on the key dishes to be used in the visual series, DASH hired a chef to create the plates for the key visual, undertaking food photography and styling for the series.

San Miguel | Food And Beer Make Your Day! | key visual design

Challenge.

Hong Kong’s unique food culture has a special place for its food halls and street food. Found throughout the city and known locally as Dai Pai Dong, these food stalls serve up a wide range of local and foreign dishes and are extremely popular with people of all ages and walks of life. San Miguel wanted to promote its beer in these establishments, working with Chinese and Western restaurants in the markets to make San Miguel the beer of choice.

The marketing available in Hong Kong food halls is still quite traditional in approach and this was something DASH would need to consider in its design. At the same time, the food halls are bustling, lively places, and any visual displays needed to stand out in this atmosphere while not looking out of place amongst the tables and diverse food stalls.

The Creative Design &Direction.

DASH wanted to position San Miguel as the perfect accompaniment to the eating rituals of Hong Kong’s Dai Pai Dongs. It was essential to form a strong link so that restaurant customers would choose San Miguel to accompany their meals.

DASH first came up with a straight-forward tagline in Chinese and English: “Food and Beer Make Your Day”. The tagline intended to express the feeling of happiness and contentment that comes with dining on good food amongst close friends over a cold beer. The straightforwardness of the tagline reflects the humble style of the Dai Pai Dongs, and the unpretentiousness of their offering.

In Chinese, the tagline was designed with a handwriting style to complement the relaxed and informal setting of the Dai Pai Dongs. Dai Pai Dongs are a place where everyone is welcome and can feel comfortable, and using the handwriting style typography aimed to get this message across. The English text leveraged a similar approach, with a design inspired by chalkboard signage in a bar or restaurant.

The key visuals would be displayed as a poster, table standee or paper flag in different restaurants. Each key visual would include a signature Dai Pai Dong dish, alongside a San Miguel beer. This approach would make it easy to customise the image according to whether the establishment was western or Chinese. The key visual series was divided into two cuisine styles – Western and Chinese and after aligning with the client on the key dishes to be used in the visual series, DASH hired a chef to create the plates for the key visual, undertaking food photography and styling for the series.