Fire Up Asia

2025

“Fire Up Asia” is a seasonal in-store event celebrating Whole Foods Market’s top Asian-inspired offerings. The campaign was executed across multiple touchpoints, including in-store signage, paid media, email, social media, and featured placements on Whole Foods and Amazon homepages.

Project scope

• Design

• Illustration

• Concepting

Discovery

Following the brief, We aimed to create a concept that celebrated Asian flavors, cooking techniques, and the rich interplay of taste and texture. It was essential to position this as Asian-inspired, acknowledging that Whole Foods Market is not traditionally known as a destination for authentic Asian ingredients. Drawing inspiration from the fire and smoke elements found in many Asian cuisines, I developed a concept that highlights the bold, dynamic nature of open-fire cooking.

Executions

For the execution, we used bold red gradients to visually convey heat and warmth, creating an inviting contrast to the cold February weather in many locations. Our goal was for customers to step into the store and immediately feel the energy of the event. The key visual featured an illustrated wok, dynamically stir-frying staple Asian ingredients like shrimp, mushrooms, scallions, and spices. To enhance the concept, we customized a rounded typeface to evoke the soft, sculpted look of dumplings, while adding smoke and steam throughout the layout to bring movement and depth to the design.

The design needed to be fully scalable to ensure seamless execution across a variety of in-store and digital layouts.