WITH OVER 150 LOCATIONS NATIONWIDE, CHOPSTIX NOODLE BAR IS THE LARGEST ASIAN-INSPIRED QSR BRAND IN THE UNITED KINGDOM. THEY APPROACHED US TO ADDRESS A NEWLY IDENTIFIED BRAND CHALLENGE: CUSTOMER CONNECTION.
THE MARKETING TEAM AT CHOPSTIX RECOGNISED THAT THEY WERE LACKING A CRUCIAL EMOTIONAL CONNECTION WITH THEIR CUSTOMERS — SOMETHING THAT OTHER BRANDS IN THE INDUSTRY HAD ALREADY ESTABLISHED. THEY BELIEVED THAT FOSTERING THIS CONNECTION WOULD ELEVATE CHOPSTIX FROM BEING SIMPLY A “BRAND” TO
BECOMING A “BIG BRAND.”
THE MISSION
THIS NEW CAMPAIGN REPRESENTS A COMPLETE DESIGN OVERHAUL THAT POWERFULLY CONNECTS WITH CONSUMERS BY EMPHASIZING BOLD, VIBRANT FLAVORS. CHOPSTIX IS RENOWNED FOR ITS VARIETY OF TOPPINGS, EACH BURSTING WITH ENERGETIC, TONGUE-TINGLING FLAVOUR—AND THAT’S EXACTLY WHAT WE AIMED TO HIGHLIGHT.
WE CREATED UNIQUE, EMOTIVE ICONS FOR EACH TOPPING, ALLOWING CONSUMERS TO NOT ONLY ENJOY THEIR FAVOURITE FLAVOURS BUT ALSO FORM A DEEPER CONNECTION WITH THEM. WHETHER YOU'RE A SWEET CHILLI PRAWN ENTHUSIAST OR MORE OF AN OG CHINESE CURRY FAN, THE IDEA IS THAT EVERY CONSUMER NOW HAS A PERSONAL CONNECTION TO THE FLAVOURS THEY LOVE. THESE PLAYFUL AND ENERGETIC ICONS ARE EASILY RECOGNISABLE ACROSS CHOPSTIX'S NEW DIGITAL COMMUNICATIONS, BOTH IN-STORE AND ONLINE.
THE CHOPSTIX BRAND NOW BOASTS A MORE REFINED IDENTITY, ENHANCED BY STRONG PRODUCT IMAGERY AND DYNAMIC FLAVOUR ICONOGRAPHY, ENSURING GREATER RECOGNISABILITY THROUGHOUT ALL CUSTOMER TOUCH POINTS.
FOR THE FLAVOUR CRAVERS
THE DIGITAL PLATFORMS FOR CHOPSTIX, INCLUDING THEIR WEBSITE AND MOBILE APP, WERE OUTDATED AND LACKED A COHESIVE VISUAL IDENTITY, PARTICULARLY IN RELATION TO THE NEW "FLAVOUR CRAVER" CAMPAIGN AESTHETICS.
WE COLLABORATED CLOSELY WITH THE CHOPSTIX MARKETING TEAM, AS WELL AS THEIR APP AND WEBSITE HOSTS, TO DESIGN A FRESH, MODERN LOOK FOR THEIR DIGITAL PLATFORMS. OUR GOAL WAS TO ENSURE THE NEW DESIGN ALIGNED SEAMLESSLY WITH THE "FLAVOUR CRAVER" CREATIVE WE HAD PREVIOUSLY DEVELOPED, REINFORCING THE BRAND’S POSITIONING AS A MAJOR PLAYER IN THE COMPETITIVE QSR SPACE.
WEBSITE & APP
WITH A MUCH STRONGER PUSH ON OUT-OF-STORE PROMOTION, WE WORKED WITH CHOPSTIX TO DEVELOP A VARIETY OF COMMS THAT WERE USED AS PROMOTIONAL MATERIAL TO SUPPORT THE NEW FLAVOUR CRAVER CAMPAIGN.
THIS INCLUDED THE DESIGN OF PR BOXES THAT WOULD BE SENT OUT TO MEDIA OUTLETS AND INFLUENCERS ALIKE.
LET THE PEOPLE KNOW
GAMIFICATION
THE CHOPSTIX TEAM SOUGHT TO EXPLORE NEW WAYS OF FOSTERING CUSTOMER ENGAGEMENT, FOCUSING ON THE CONCEPT OF GAMIFICATION. THEIR GOAL WAS TO PROVIDE THEIR AUDIENCE WITH OPPORTUNITIES TO EARN REWARDS BY PLAYING GAMES THROUGH THE CHOPSTIX MOBILE APP. TO ACHIEVE THIS, WE PARTNERED WITH DENMARK-BASED GAMIFICATION PLATFORM 'PLAYABLE' TO DEVELOP CUSTOM, ON-BRAND GAMES DESIGNED TO EXCITE AND ENGAGE THE CHOPSTIX COMMUNITY.
WHETHER IT'S ONE-OFF GAMES OR EVENT-THEMED EXPERIENCES, SUCH AS THOSE FOR THE OLYMPICS, HALLOWEEN, OR CHRISTMAS, WE CREATE BRANDED ASSETS AND FULLY DEVELOP EACH GAME, ENSURING THEY ARE READY FOR USERS TO ENJOY.