01
Matcha ice cream — A little joy in every swirl
Sky-blue composition, oversized lettering, diagonal brand ribbon, and short editorial copy.
Advertising Campaign — 2026
CHaJOY — A Little Joy in Every Sip
Role
Art direction and visual design
Client
CHaJOY Ice Cream and Tea
Year
2026
Tools
Canva, Claude
Art directionTypographyPostersConcept campaign
Brief
A concept advertising campaign for CHaJOY, an ice cream and tea brand with a playful personality and a colourful menu. The goal was a cohesive campaign where every product feels distinctive — each poster developed around its flavour, ingredients, colours, and mood — without making every advertisement look the same. The direction: an editorial advertising style combining oversized typography, dramatic product compositions, rich textures, and floating ingredients, connected by the CHaJOY name and penguin mascot.
What I made
- Matcha ice cream poster — "A little joy in every swirl"
- Sundae poster — "Moments made sweeter"
- Brown sugar boba milk tea posters — two treatments, "Sweet moments as usual"
- Strawberry shake poster — "A little berry, a lot of joy"
- Lemon green tea poster — "A little zest, a lot of joy"
- Concept campaign note: this is concept work, not commissioned client work
Design decisions
- Product-first compositions: the featured drink remains the main focal point.
- Expressive typography: oversized headlines create hierarchy and help each ad stand out.
- Flavour-led colour palettes: colours are selected to reflect the character of each product.
- Ingredient-driven storytelling: supporting ingredients add context, texture, and visual movement.
- Consistent branding: the CHaJOY name, mascot, and brand language connect the collection.
The posts
02
CHaJOY sundae — Moments made sweeter
Warm sunlit setting, rich chocolate details, lifestyle imagery for a human, approachable feel.
03
Brown sugar boba milk tea — Sweet moments as usual
Two complementary treatments: floating ingredients, and an editorial layout with torn paper and café textures.
04
Strawberry shake — A little berry, a lot of joy
Creamy pink tones against deep wood; strawberries, milk splashes, and glossy pearls for depth and movement.
05
Lemon green tea — A little zest, a lot of joy
Soft sage-green background refined for contrast with the golden tea and yellow citrus.