Fete Up is a health-forward restaurant brand built on professional nutritionist insights and gourmet creativity. I led the visual direction and brand storytelling for their launch campaign, positioning them as a modern, stylish choice in the fast-casual wellness space.
Creative Strategy
My core concept was simple: “You won’t believe this dish is that healthy.”
Through bold, earthy, and clean visuals, I challenged the stigma of bland health food—showing that nutrition and indulgence can coexist. The brand tone was vibrant, guilt-free, and trend-driven—designed to appeal to urban professionals and wellness-savvy food lovers.
Through bold, earthy, and clean visuals, I challenged the stigma of bland health food—showing that nutrition and indulgence can coexist. The brand tone was vibrant, guilt-free, and trend-driven—designed to appeal to urban professionals and wellness-savvy food lovers.
Product Photography
Styled and shot signature dishes for use across all channels—capturing freshness, texture, and plating that echoed the brand’s elevated but approachable vibe.
Focused on mood-driven lighting to build emotional resonance and reinforce a premium wellness lifestyle.
Social Media Art Direction
Designed and curated launch visuals for Instagram and Facebook, blending bold typography with warm, natural food photography.
Created daily quote cards, informative content, and nutritional facts to reinforce the brand’s core value: “healthy can be exciting.”
Built a consistent visual system that balanced scientific credibility (nutrition-based) with modern lifestyle aesthetics.
Seasonal Promotions
Developed festive visual themes that aligned with holidays and special occasions—creating a new narrative around “healthy celebrations.”
Introduced limited-time visuals for campaigns to drive seasonal engagement without compromising brand integrity.
My Role
Art Direction · Social Media Design · Brand Strategy · Food Photography · Content Concepting
Tools Used: Photoshop · Lightroom · Illustrator
Tools Used: Photoshop · Lightroom · Illustrator
All works showcased in this portfolio are the original creations of the designer and are protected by copyright. Unauthorized use, reproduction, or distribution of any content is strictly prohibited. If you're interested in collaboration or have any inquiries, please feel free to get in touch.