Panda Express

For Panda Express’ Cantonese BBQ Brisket launch, the creative direction introduced the brand’s first-ever brisket through imagery that felt bold, elevated and unmistakably craveable.

Inspired by the meeting of American barbecue and Cantonese char siu, the visuals celebrated the craftsmanship behind the dish while allowing the brisket to take center stage.

Directional lighting and thoughtful styling emphasized the caramelized glaze, smoky edges and tender interior. Each composition highlighted the brisket’s glossy sauce, charred texture and generous presentation while maintaining Panda Express’ approachable, flavor-forward personality.

The resulting image library was created for nationwide menu boards, point-of-purchase displays, billboards and digital marketing, delivering a cohesive campaign across restaurant and consumer-facing placements.