“A campaign for the Maoming, Guangdong–based baked goods store Cheering & Co, an established brand for more than 30 years. The founder wanted us to give an overall refresh to Cheering & Co’s aging visuals while, at the same time, not disappointing regular customers after the update. We began from the concept of department stores, a product of the ’80s and ’90s, and their dazzling array of products with an appropriate quality-to-price ratio. They are suitable for all ages and can be entered by anyone. This matches Cheering & Co’s brand positioning, a new identity for a veteran that now expresses itself.”