Change the perception of Panda Express as "fake" Chinese food and create an entirely new identity.
More and more people are embracing brands that stand for inclusivity and multiculturalism.
Started by a Chinese immigrant family in the US, Panda Express needed to embrace their true identity as American Chinese. Delivering a “Chinese Inspired, American Crafted” message in everything they do.
Chinese New Year brings billions together in China every year, but most Americans don’t celebrate it or even know what it is. As a self-appointed ambassador of Chinese culture in America, Panda Express aimed to make Chinese New Year as mainstream as Cinco de Mayo or St. Patrick’s Day.
General Tso Video
Ads and Packaging
Orange Chicken Promotion
Five Flavor Shrimp Video
Chinese New Year Promo