CONGEE VILLAGE
For Congee Village, I am leading a sweeping brand revitalization that bridges the restaurant’s celebrated past with its next chapter of growth. As production lead and director of the full marketing rollout, I’ve developed a comprehensive campaign strategy that includes a complete rebrand, refreshed visual identity, and a new website designed to elevate the guest experience across all touchpoints.
A fixture in New York’s dining landscape for over two decades, Congee Village has earned its reputation as an iconic destination for Cantonese and Hong Kong–style cuisine. Our work honors that legacy while bringing renewed energy to its bold, maximalist aesthetic and vibrant cultural storytelling. Through thoughtfully crafted content, coordinated production efforts, and a modernized digital presence, this rebrand aims to reaffirm Congee Village as a beloved neighborhood gem—while introducing the next generation to its timeless flavors and unmistakable charm.
What was possible?
Production Lead
Photography & Videography
Post Production Editing
Social Account Management
REIMAGINING THE ICONIC CONGEE VILLAGE
I had the opportunity to partner with Congee Village, an iconic Chinatown staple known for its timeless Cantonese comfort food, to refresh their brand identity and visual direction. Through a reimagined look and feel, I modernized the brand while preserving what makes it beloved by locals: heritage, warmth, and authenticity. The result is a sharper, more contemporary visual system designed to carry Congee Village into its next chapter without losing its roots.
It takes a
VILLAGE.
INSTAGRAM
RE-DIRECTION
PROPOSITION
Congee Village’s Instagram rebrand reintroduces a beloved local institution through a brighter, bolder, and more maximalist lens, bringing saturated color, playful energy, and elevated storytelling to a brand long known for its authenticity. Designed to engage both longtime guests and new audiences, the refreshed social presence celebrates signature dishes while highlighting the joy and vibrancy behind the cuisine.
While the visuals evolve, the foundation remains the same. Congee Village stays true to the recipes and flavors passed down through generations. The result is an Instagram identity that feels vintage yet timeless, expressive yet refined, capturing the spirit of Congee Village in a way that feels current, intentional, and unmistakably rooted in tradition.
