A younger sibling brand to P.F. Chang’s, Pei Wei needed a boost to be able to stand up to competition in the asian fast casual segement. The brand was not receiving the recognition for the use of premium ingredients, handcrafted care and authentically asian cooking techniques that went into their expansive menu. The strategy was to connect their deeply rooted asian heritage and knowledge of a nutritious asian diet to the overall well-being of the consumer. Happiness in mind (unique asian flavor) and body (nutritional value of ingredients and cooking techniques).