P.F. CHANG’S
BRAND RE-INVIGORATION
P.F. CHANG’S SEASONAL BRANDING
As P.F. Chang’s began to lose cultural momentum, we repositioned the brand through a seasonal menu initiative led by Head Chef Yuji Iwasa. The strategy centered on rediscovering the brand’s origin story, including the often-overlooked presence of founder Philip Chiang.
We developed an interactive, shoppable video experience and redefined the food photography system, introducing a refreshed digital presence that reestablished culinary credibility and contemporary relevance across channels.
CONTENT DESIGN AND ART DIRECTION
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