CHALLENGE

DiDi Food needed engaging digital campaigns that could turn everyday offers into compelling reasons to order. The challenge was to capture attention quickly, connect users with restaurants and their products, and communicate promotions across different placements within the app.

APPROACH

I designed a series of promotional assets built around strong visual hierarchy, appetite-driven food imagery, and bold, offer-led messaging. Each campaign adapted to specific occasions, from seasonal celebrations to sporting events, while balancing the identity of each restaurant with DiDi Food’s visual guidelines.

Through layered compositions, 3D elements, lighting, shadows, and carefully selected color palettes, I created distinctive graphics for home page banners, pop-ups, and promotional landing pages.

RESULT

A versatile collection of promotional assets that brings together brand identity, product appeal, and clear calls to action. Each piece was tailored to its placement, making offers easier to scan, campaigns more visually engaging, and the path from discovery to ordering more direct.

KEY DESIGN FOCUS

• Visual hierarchy: Prioritizing offers, prices, and calls to action for quick recognition.

• Art direction: Using food photography, compositing, lighting, and depth to enhance product appeal.

• Brand adaptation: Balancing restaurant identities with a consistent DiDi Food experience.

• Seasonal storytelling: Connecting promotions with relevant celebrations, cultural moments, and sporting events.

• Multi-format design: Adapting each campaign to the proportions and requirements of different digital placements.