Yo-Chi’s Fun House
The Yo-Chi Fun House campaign marked the brand’s third consecutive September school-holidays activation, visually led by myself. This year’s brief centred on transforming stores into a carnival-inspired Fun House — a vibrant, playful environment designed to spark imagination, encourage participation, and create highly shareable moments, particularly for Gen Z audiences.
Challenge
With a circus theme already established at a conceptual level, the task was to expand this into a fully immersive, cohesive campaign. The visual identity needed to capture the nostalgia and sensory richness of vintage carnivals while still feeling fresh, contemporary, and unmistakably Yo-Chi.
Creative Direction
The final direction offered a bold reinterpretation of classic circus aesthetics. Vintage-inspired typography, expressive hand-drawn illustrations, and a lively colour palette created a handcrafted, energetic visual world. A cast of original Yo-Chi bear characters — including a tutu-wearing tricycle-riding bear that became a standout motif — added personality and narrative throughout the campaign.
Services included:
Creative Direction
Campaign Branding
Illustration
Campaign Rollout
Signage
Photography by Farrah Allan
Execution
The rollout focused heavily on interactive touchpoints to drive engagement across stores. Activity-led elements included Chi Pong collateral, instant-win vouchers, a colouring-in competition, themed stickers, and Golden Track prize mechanics.
Environmental and brand collateral extended the Fun House universe across every part of the store experience: hero signage, wall and floor decals, toppings-bar stickers and tags, A-frame signage, social media assets, and web banners. Consistency across these touchpoints ensured the Fun House theme was felt the moment customers entered the store.
Outcomes
While not measured through formal metrics, the campaign saw a noticeable uplift in foot traffic and strong participation in activity zones across multiple store locations. Engagement with Chi Pong, colouring sheets, stickers, and prize vouchers remained consistently high throughout the promotional period, reinforcing the campaign’s appeal and accessibility for families, children, and young adults.
Reflection
The Yo-Chi Fun House campaign successfully transformed a simple circus theme into a vibrant, sensory, and interactive in-store experience. By blending handcrafted illustration with playful brand mechanics, the campaign created a world that invited customers to linger, experiment, and connect — embodying the joyful, community-driven spirit at the core of Yo-Chi.
