#DontEatNothing
The Big Things advocates a healthy diet. It spotlights the use of fresh ingredients and unique, healthy cooking methods that strictly observe balancing fat, protein, carbohydrates, vitamins, and minerals – all while striving to serve meals that are healthy and delicious. The ultimate aim is to challenge the misconception that ‘healthy food does not equal delicious food’, so everyone can eat more and feel happier, every day.
Create a new food category – Healthy Comfort Food
‘We work hard for bread and butter’. Inspired by this Chinese saying, I created the theme ‘Healthy Comfort Food’ to highlight the importance of a healthy food, especially for people who work long hours. Because the best thing to do everyday is to indulge and relax with delicious food without worrying about healthiness.
Deliver healthiness and indulgence.
The Big Things’ core target is set to be office workers. We heavily promoted The Big Things Bento, which is the easiest touch point to reach their target customers.
Be Proud.
To bring to life The Big Things’ innovative dining concept, I started with the name. The Chinese name ‘Da Si Guan’ expresses the evolution of the embassy, which speaks of leadership. The name also evokes a sense of freedom, which signals that you can eat as much as you want because of how healthy the food is.
The brand’s hashtag #DontEatNothing is inspired by the English phrase ‘Don’t Say Nothing’. In other words, if it’s not good, don’t eat it.
#FnB #Branding #DontEatNothing
Raymond Kar Kit Tam 