A modern Chinese concept built on regional flavors most Houstonians had never tasted. We translated their kitchen into a story the Katy food community couldn't resist sharing.
Bao & Spices didn't have a recognition problem — they had a vocabulary problem. Modern Chinese, regional flavors, soft-open energy. Houston knew the brand existed. They didn't know what to call it yet. So we built the vocabulary with them.
"We didn't need a louder brand. We needed a more legible one."
We treated the menu like an atlas — every regional dish was a place to take the audience. Sichuan, Hunan, Cantonese, Xinjiang. We built creator briefs that read like travel writing, and let the food do the geographic work.
Brand Awareness Campaign. Anchored on signature regional dishes; designed for neighborhood-level spread, not virality.
Influencer Marketing. Twenty-six creators across Houston and Katy, picked for cultural fluency, not follower count.
Social Media Management. Owned-channel content built to feel like the same voice across every creator's feed.
"Bao & Spices" has stopped being a place and started being a category — the kind of restaurant people recommend by name when their friend says "I want real Chinese, not American Chinese." That's the metric we cared about.
Whether you're weeks from opening or years in, we can build the campaign that makes the city line up.
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