AwaRua Organics
A China-facing dairy brand system built across campaign, commerce, social, and offline touchpoints.
My contribution
I built a multi-channel visual system for AwaRua across campaign key visuals, e-commerce product pages, social content, video touchpoints, mascot applications, and exhibition assets. The goal was to keep the dairy product story credible while making the brand feel warmer and easier for consumers to remember.
Open Country -> AwaRua
A dairy ingredient supplier needed a warmer consumer-facing brand presence for China.
B2B -> Consumer
The work translated product proof into a more approachable story across social, e-commerce, and retail touchpoints.
Campaign -> Commerce
Campaign visuals, long-form product pages, video, mascot assets, and exhibition concepts worked as one visual system.
7M+ Readership
The campaign reached broad social visibility while giving the brand stronger consumer recognition.
Nourish Your Moment campaign
The campaign shifted AwaRua from functional dairy claims toward everyday nourishment moments, then turned that story into measurable reach across Weibo and Douyin.
7M+
Weibo topic reach
3.2M+
Campaign impressions
900K+
Douyin video views
15,700+
New Weibo followers
Commerce content for product education
Long-form product pages and social commerce boards turned technical dairy benefits into scannable buying moments.
Little green cow character system
The mascot made the brand more memorable and gave campaign content a warmer recurring visual cue.
2020 Alibaba Ecosystem Expo
Expo concepts extended the campaign language into a physical brand environment for trade and retail conversations.
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