Phenix Takes on Food and Philosophy with the ‘Life is about the Ingredients’ Campaign.



Phenix is a neo bistro, and new addition to Shanghai’s restaurant scene, that seeks to celebrate the many the individual qualities that contribute to perfection. The restaurant’s philosophy prescribes to the growing movement that it is the staples of life that truly matter, which they demonstrate through their commitment to the traceability and quality of ingredients and seek to give voice.


We crafted a communication strategy around a more emotive message where “Life is about the ingredients” to capture a cuisine philosophy inspired by rich, seasonal ingredients and an invitation to reconnect with the essentials. Additionally, it was brought to life with minimalistic and deconstructed advertisement to show each of the ingredients that go into making Phenix’s most iconic dishes.

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