WEN CHENG / CASE NOTES
How does a growing brand find its digital home?
From the first store films to a growing digital home.
01 / THE BEGINNING
Three stores.
A lot ahead.
When I joined Wen Cheng, three stores were open and the brand was preparing for its next stage of growth. Tom Herman from Space & Brand brought me into the project. We had met through Monopol, around Magnificent Matter and End of Nations.
The first brief was practical: recruiting and store videos, alongside photography. As more restaurants opened and the first steps toward franchising took shape, the collaboration grew into a wider role across the brand’s communication.
Posters, advertising graphics, films and animation became part of that work, alongside contributions to the brandbook and digital strategy. Tom led the art direction and overall creative direction; I helped develop the brand experience across the areas I worked in, taking on more independent responsibility over time.
Recruiting & store films / launch communication / brand collaboration
- FILM & PHOTOGRAPHY
Meet the people and places.
Recruiting videos, store films and photographs formed the beginning of the collaboration.
- CAMPAIGNS & DESIGN
Give each opening a presence.
Posters, advertising graphics and motion supported the brand’s communication as the restaurant network grew.
- A SHARED DIRECTION
Build continuity together.
Brandbook contributions and digital strategy connected the individual pieces under Tom’s creative direction.
02 / THE DIGITAL HOME
Bring the brand
together online.
Taking over the website project brought those strands into one place. I built the new Wen Cheng website in Framer, translating the brand’s character into a digital experience that could grow with the restaurants.
Food gives the site its immediate pull. Bold colour, direct typography and dish photography create the first impression; the menu turns that appetite into a choice. Larger editorial moments, such as the Kitty Cheng dessert feature, give the experience room to be playful.
The website developed into a wider hub for the brand. It connects the menu, locations and stories, giving visitors ways to explore while keeping the practical steps toward a visit close at hand.
Website concept & structure / Framer / menu & editorial design
03 / STILL GROWING
A bigger world.
An ongoing role.
The work expanded beyond the main website. I built the online shop and prepared the supporting infrastructure with the team. For the franchise side of the business, we planned and structured a dedicated website, which I also built.
These areas serve different needs: discovering the food, finding a restaurant, shopping online or exploring the franchise proposition. Together, they give the growing brand a more complete digital presence.
Over time, Wen Cheng has built a larger internal team, and much of the day-to-day creative work now happens in-house. I continue accompanying the brand as a freelancer, looking after the web project and its ongoing development. The relationship has evolved from individual production briefs into a lasting part of the brand’s digital work.
E-commerce / franchise website / ongoing web development
- E-COMMERCE
A place to shop.
Online shop build, with the supporting infrastructure prepared together with the team.
- FRANCHISE
A dedicated introduction.
A separate website planned and structured with the franchise team, then built by me.
- TODAY
Keep developing the web.
Ongoing freelance support alongside a growing internal team, with my focus on the web project.
THE ANSWER, SO FAR
Build a home that can grow with the brand.
My contribution grew from store films and launch communication into the Framer website, online shop and a dedicated franchise website. Those connected spaces now serve different audiences, while I continue supporting the web project alongside the internal team.
