deLeecious
Lee Gardens
Helping Lee Gardens promote its gourmet offerings through copywriting, online display advertisement design and art direction.
Lee Gardens is an area in Hong Kong’s Causeway Bay with a number of shopping malls under the Hysan Development Company. Lee Gardens hired Dash to help promote the wide range of eateries and restaurants in the mall through copywriting, online display development and art direction.
sector
retail
work
art direction / online display advertisement design / headline creative / copywriting
Lee Gardens
deLeecious
Helping Lee Gardens promote its gourmet offerings through copywriting, online display advertisement design and art direction.
Lee Gardens is an area in Hong Kong’s Causeway Bay with a number of shopping malls under the Hysan Development Company. Lee Gardens hired Dash to help promote the wide range of eateries and restaurants in the mall through copywriting, online display development and art direction.
sector
retail
work
art direction / online display advertisement design / headline creative / copywriting
Challenge.
In order to successfully promote the wide range of gastronomy on offer at Lee Gardens, the campaign needed an engaging concept that would also be memorable with a strong link to the mall. The design needed to be flexible enough to remain relevant across platforms and throughout different seasons of the year.
Design &Creative Development.
Instead of simply promoting the mall and restaurants, DASH created the “deLeecious” concept, leveraging the mall’s name and making a connection to food using a play on the wold “delicious”. While the naming concept was easy to remember, it remains simple and effective to easily communicate the culinary offerings in the mall.
The promotion was divided into two seasons – spring and winter. The key visuals for each season reflect the desire and tastes of customers during these seasons, with a fresh blue tone for use in spring and a light brown for the winter months. The design leverages the style of a painting to give the impression of a personalised piece of art to make it engaging for the customer.
Challenge.
In order to successfully promote the wide range of gastronomy on offer at Lee Gardens, the campaign needed an engaging concept that would also be memorable with a strong link to the mall. The design needed to be flexible enough to remain relevant across platforms and throughout different seasons of the year.
Design &Creative Development.
Instead of simply promoting the mall and restaurants, DASH created the “deLeecious” concept, leveraging the mall’s name and making a connection to food using a play on the wold “delicious”. While the naming concept was easy to remember, it remains simple and effective to easily communicate the culinary offerings in the mall.
The promotion was divided into two seasons – spring and winter. The key visuals for each season reflect the desire and tastes of customers during these seasons, with a fresh blue tone for use in spring and a light brown for the winter months. The design leverages the style of a painting to give the impression of a personalised piece of art to make it engaging for the customer.
