Taysigner > Print

Bee Cheng Hiang – 2018 Halloween Campaign

For the 2018 Halloween season, I was tasked with designing a fun, thematic promotional campaign that stood out from Bee Cheng Hiang’s usual brand tone. This was a rare opportunity to break away from tradition, infusing the brand with a playful, seasonal twist while ensuring adaptability for both Korean and Japanese markets.

My Role

Concept & Art Direction:

Created a Halloween-themed visual system by transforming existing icons into their “evil twin” versions — adding character and humor to the brand’s imagery
Maintained brand recognition while giving the visuals a seasonal personality shift

Cross-Regional Design Adaptation:

Ensured that the visual theme was versatile across languages and adaptable for use in Singapore, Korea, and Japan
Designed a master KV system that allowed for regional flexibility in text placement and formatting

Deliverables & Layout Execution:

Print materials:

Poster templates for A1, A4, and A5 formats

Digital materials:

Website and category banners
In-app splash banner
Social media visuals including greetings and promotion posts

Digital materials:

All assets designed for multi-lingual use and quick adaptation

Design Approach

Rule-Bending Creativity: Took the chance to break from the usual brand tone and create something bold, quirky, and festive
Visual Consistency Across Regions: Built a system that could be easily localized without compromising the Halloween theme’s visual identity
Icon Reimagination: Instead of starting from scratch, repurposed existing brand elements with a twisted spin, making it fun and familiar

Outcome

Delivered a cohesive Halloween campaign used across multiple regions and platforms
Reinvented the brand's visual language for a seasonal moment — balancing fun with recognisability
Developed a flexible KV system that could be adapted for both print and digital, in various formats and languages
Received positive internal feedback for creative tone-shift and adaptability

Homepage Splash Banner On Facebook

Facebook Banner

Promotional Splash Banner On Website

Category Banner On Website

Poster Regional