DISCOVER PROJECT
CHINA IN BOX
Product Launch+ Packaging
The fastest way to sell an unfamiliar flavor is to make people argue about it.
SERVICES
CONCEPT DESIGN, PACKAGING, SOCIAL MEDIA, FILM
Project Overview
China in Box didn't just bring Chinese food to Brazil; it invented the category. Since 1992, the brand has been the country's largest Chinese fast food chain, turning the iconic takeout box into a cultural staple. When they came to us, the mission was clear: shed the "call now" energy and make the brand feel as good as the food tastes.
Two product launches. Two flavors nobody in Brazil had tried before. One directive: make people curious enough to order something they couldn't even pronounce yet. We led concept, campaign strategy, film, and packaging, building each launch around a distinct emotional hook rather than a straightforward product pitch.
Approach
https://www.youtube.com/watch?v=RrDG6drpKbE
The brief wasn't really about food. It was about the moment before the first bite.
Orange Chicken had a built-in challenge: sweet-and-sour as a flavor profile is largely absent from the Brazilian palate. Not disliked , just unknown. So instead of explaining it, we made the unfamiliarity the campaign. "Is it sweet? Is it savory? Is it delicious!" turned a potential barrier into an open question, and let curiosity do the selling. For Hot Dragon, we traded mystery for spectacle. A talk show set, nationally recognized influencers, and the kind of visceral on-camera reaction that no amount of product copy could replicate. Heat and umami, delivered as entertainment. In both cases, humor was the vehicle, not simply as abrand personality choice, but as the most honest way to introduce something people didn't know they needed yet.
Process
Each launch started with a single question: what does this flavor feel like before you've tried it? From there, we built outward: Campaign concept, talent, set direction, film, and packaging designed to make the product the hero without ever over-explaining it.
Packaging focused on food photography that did the heavy lifting: close, saturated, unapologetically appetizing. The kind of image that makes you order before you've finished looking at it.
Why explain the dish? We made the confusion the campaign.
TEAM - VITRIO
The results were hard to argue with. Orange Chicken and Hot Dragon drove an 3,800% increase in product sales: Proof that the right creative hook doesn't just build awareness, it moves product.
