Rethink Food

Since 2020, Rethink Food has invested $8 million into NYC’s Chinatown restaurants. To honor this milestone in the Year of the Snake, we designed a maximalist event identity with a winding snake that forms a symbolic “8” amidst traditional Asian vegetables. It celebrates the abundance and continuity at the heart of Chinatown—a community that has long nourished us all.

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^Concept

The visual core is a narrative illustration of the “$8 million” milestone, set in the heart of Chinatown and witnessed by the snake. Rather than a literal reference to the number, the imagery reflects an ongoing cycle of growth and nourishment made possible by Rethink Food’s continued support of Chinatown.

The color palette pairs Rethink Food’s signature green with Chinatown Strong’s vibrant orange—green representing Rethink Food’s institutional mission, and orange grounding the identity in the energy of Chinatown. Together, the contrast bridges structured impact with grassroots vitality.

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The system extended across invitation posters, custom T-shirts, and the event deck— designed to live in the space and move with the crowd.

The night, the people, the energy. 🥬🥬🥬

A milestone celebration filled with color, movement, and community—honoring Rethink Food’s incredible impact and the neighborhood that hosted it. Grateful to be part of a moment that felt as alive as the mission behind it.

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Industry: Culture and Art
Project Type: Marketing Campaign, Illustration, Prints
Clients: Rethink Food
In Collaboration with: Harry Cen, Tom Shao
Event Photographer: Sangita Vasikaran
Year: 2025