Wow Bao National Bao Eating Championship

Art Direction · Brand Experience · Campaign · Event

The National Bao Eating Championship is an annual Wow Bao event where contestants compete to eat the most bao in two minutes, drawing customers, competitors, and community attention to the brand. For its 10th anniversary, the event called for a refreshed visual presence that could feel celebratory, energetic, and unmistakably Wow Bao.

I led the creative direction for the anniversary refresh, shaping the visual look and feel across the full event experience—from the core event identity and promotional campaign to the physical restaurant environment and audience-facing materials. I refreshed the event logo and developed a cohesive visual system that carried through merchandise, restaurant window graphics, social media, video, and print.

The goal was to create a recognizable and engaging experience across every touchpoint, building anticipation before the event and extending the anniversary moment into Wow Bao's physical locations and digital channels.