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Graphics for “Rethink Asian, Think Amoy”, a campaign by Amoy directed by StillKidz.
Built around the idea of reimagining Asian cuisine through cultural fusion, we developed an eclectic visual language inspired by the graphic codes of Korea, China, Japan and other Asian territories, reframing traditional references through a contemporary lens.
Just like Amoy soy sauce can move across different dishes, styles and cuisines, the graphic language follows the same logic: combining styles from different cultures through a constant rhythm, dynamic transitions and layers of detail to create something delicious and new.
Rethink Asian, Think Amoy
Amoy
2024
Built around the idea of reimagining Asian cuisine through cultural fusion, we developed an eclectic visual language inspired by the graphic codes of Korea, China, Japan and other Asian territories, reframing traditional references through a contemporary lens.
Just like Amoy soy sauce can move across different dishes, styles and cuisines, the graphic language follows the same logic: combining styles from different cultures through a constant rhythm, dynamic transitions and layers of detail to create something delicious and new.
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