Yuuum! Cha Month

Yuuum! Cha Month brings together my disciplines of graphic design, interaction design, and marketing to explore design as a form of advocacy. Created in a direct response to the weaponisation of Chinese food as a tool of marginalisation in political and social discourse, this project features a brand identity and interactive brochure for Yuuum! Cha Month, an imagined cultural exchange event run by the City of Sydney and Soul of Chinatown. The branding aims to make authentic Chinese food more accessible and appealing to the broader Australian public by dismantling perceived cultural barriers.

A key challenge was striking the right tone of voice; one that was simultaneously engaging but also respectful and true to the cultural roots of Yum Cha.

Having identified the target demographic as 18-35 year olds, I carefully crafted the messaging to incorporate humour and colloquial expressions that my generation would understand and use. Supporting copy includes phrases like “brunch,” “yeah nah”, “spilling tea”, and “get in loser, we’re going yum cha” (a nod to Mean Girls). The visual language also showcases my illustration skills, featuring whimsical scenes of miniature people interacting with oversized yum cha dishes and objects, such as lounging in bamboo steamers as saunas or playing rugby with fried dumplings.

Ultimately, Yuuum! Cha Month doesn't just showcase the similarities between Chinese and Australian dining practices, but also creates relevant commentary and invites audiences to build empathy and cross-cultural communities. This project highlights my ability to connect with diverse audiences and tap into the current milieu in a way that is resonant and meaningful.