Nomin Erdenebileg
Art Director 👩🎨
Target Audience: Advancing Millennial
Target Audience: Advancing Millennial
Senior Graphic Designer
DISCIPLINES
Brand Identity
Art Direction
Creative Strategy
UX/UI Design
Photography & Styling
Campaign Development
Social & Paid Media
Packaging Design
Email Marketing
Print & Digital Design
Copywriting
Illustrations: Stephanie Dodgen
Wow Bao - Lettuce Entertain You Enterprises
Wow Bao is one of the fastest-growing Asian-inspired fast-casual brands in the U.S., known for its steamed bao, potstickers, and rice and noodle bowls. As part of Lettuce Entertain You Enterprises, the brand has expanded nationally through a unique delivery-first model and partnerships with local restaurant operators.
As Senior Graphic Designer, I led creative development across brand marketing, digital experiences, packaging, photography, and campaign initiatives. My work helped scale the brand across more than 500 ghost kitchen locations while maintaining a consistent and recognizable customer experience across physical and digital touchpoints.
Website Redesign
Wow Bao is currently steaming in over 500+ dark kitchen locations across the United States. Since becoming an 80% digital fast-casual restaurant brand, our marketing efforts online is cruicial to our brand awareness. Our website acts as a hub creating a seamless user-focused experience to order food, learn more about the Wow Bao story, and tap into the potential of opening your own dark kitchen.
In 2021, the marketing team set sail on a website redesign with the goals to create a better user experience, digital representation, and increase sales within our 40+ state-wide dark kitchen program. I collaborated with my team to wireframe, photograph menu items, assist with the developer, and create a new web design system.
National Bao Day
National Bao Day is Wow Bao's biggest holiday celebrated every August 22nd by giving every guest a free meal between 12-2 pm. The objective is to highlight Wow Bao origins and give new guests a taste of our menu. The goal is to tell a story using different mediums such as photography, illustrations, and graphics to create a cohesive campaign that can be shared via various promotional print and digital materials.
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CPG Retail Packaging Redesign
For 10+ years, Wow Bao has had their retail consumer packaged goods sold in grocery stores nationwide - using the same package design for all four flavors. We knew we wanted to better educate consumers on what a bao is and entice them to try all of our flavors. In this redesign, we use colors and illustrations to differentiate each of the four core flavors: Teriyaki Chicken, BBQ Pork, Spicy Mongolian Beef, and Whole Wheat Vegetable. The use of illustrations shows the ingredients in a more playful and visually appealing way. The side panels help tell the story of Wow Bao in support of brand awareness and what ingredients are inside each bao.
Art of the Potsticker
The Art of the Potsticker campaign was Wow Bao's first virtual and in-venue cooking class celebrating AAPI Heritage Month. This campaign called for various promotional materials across multiple platforms, along with a DIY potsticker kit that included step-by-step cooking instructions. The design is vibrant, eye-catching, and a friendly invitation to Wow Bao fans looking to learn how to make our signature potstickers.
Promotional Materials
