Fete Up
Brand Launch & Product Shooting
Turning Plant-Based Nutrition into Bold, Craveable Design.
Deliverables:
Social Media Content Design (Instagram, Facebook) . Product Photography . Photo Retouch & Adaptation . Food Styling
Fete Up isn’t just another restaurant—it’s a wellness-forward dining concept rooted in professional nutritionist insight and gourmet creativity. I was brought in to lead the brand’s visual direction and storytelling for launch, shaping its debut as a stylish, modern alternative in the fast-casual space.
The challenge was to overturn the cliché that healthy food is dull or restrictive. My strategy reframed nutrition through indulgence, freshness, and cultural relevance.
My Role: Art Direction · Social Media Design · Brand Strategy · Food Photography · Content Concepting
Tools Used: Photoshop . Illustrator . Lightroom
You Won’t Believe This Dish Is That Healthy
Built the launch narrative around a bold promise — “Wellness Without Compromise.”
The campaign tone was vibrant, guilt-free, and trend-driven, crafted to resonate with urban professionals and health-conscious food lovers.
The visual language combined earthy palettes, bold typography, and clean compositions to balance scientific credibility with modern lifestyle appeal.
The overarching mindset reframed healthy eating from an obligation into a celebration, positioning the brand as both aspirational and accessible in the wellness dining space.
Freshness Meets Indulgence
Styled and shot Fete Up’s signature dishes, emphasising:
Texture and Plating: Captured natural freshness with detail-rich visuals.
Mood-Driven Lighting: Reinforced a premium yet approachable wellness lifestyle.
Brand Storytelling: Every shot reinforced the message that health can be both exciting and desirable.
A Visual Wellness System
Social Media Art Direction
Developed a social-first design ecosystem to support brand launch and long-term growth.
Instagram & Facebook: Created daily content blending vibrant food photography, bold typographic quotes, and digestible nutritional insights.
Design System: Built modular templates for visual consistency and easy scalability across campaigns.
Balance: Merged nutritionist-backed credibility with lifestyle-driven creativity, positioning the brand as credible, relatable, and community-focused in the wellness space.
Why It Worked
This campaign launched Fete Up as a category disruptor, proving that health food can be indulgent, stylish, and culturally relevant. My role combined brand positioning, creative execution, and campaign storytelling—laying the foundation for Fete Up’s long-term presence in Hong Kong’s wellness dining scene.
Results
The campaign successfully positioned Fete Up as a fresh, stylish voice in Hong Kong’s wellness dining scene. The launch generated a 55% increase in social engagement within the first quarter, driving strong word-of-mouth and repeat visits. The brand’s visual identity—rooted in bold simplicity and lifestyle relevance—helped establish a distinctive market presence and reinforced the message that healthy eating can be both exciting and indulgent.