Brian Nguyen's vision was to introduce a wide range of premium Asian snacks and convenience products, along with fresh meats, seafood, baked goods, desserts and alcohol, to Sydney.

The goal was to target a younger market aged 18 - 35, from students, corporate workers, to working couples, to families living in and around the Sydney CBD area, especially those who love food and cooking. The styling was simple: make it fun and stand out!

The photos were used on billboards, tram advertisements, in-store advertising, social media, and in-store POS systems.