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About
Cindy Cheong is a Hong Kong Senior Art Director based in Berlin.
Art direction/ Digital design/ Branding & Identity/ Campaign/ Publication/ Motion graphics /
Illustration/ Animation
HelloFresh Japan launch
The German meal kit company HelloFresh has launched into a new market: Japan. Unlike its ventures into European and North American markets, Japan boasts a rich food culture and distinct consumer behaviors. From a creative standpoint, the challenge lies in crafting online marketing materials that achieve dual objectives: introducing the brand and its operations to a new market while adapting the brand's identity to align with local preferences and tastes.
In this endeavor, I collaborated with Japanese designers to develop all necessary assets. Drawing insights from research conducted on Japanese commercials and social media platforms, I spearheaded the art direction and visual concepts, culminating in the creation of a series of assets imbued with an 'Oriental look and feel,' meticulously tailored to resonate with the target audience.
Client/ HelloFresh SE
Year/ 2022
Media/ Advertisement, Newsletters, Motion graphics videos, Online marketing assets
Creative/ Cindy Cheong
Design/ Cindy Cheong, Hiroshi Kuboe
Illustration/ Susana Mac Loughlin
2025@CindyCheong