Crafting social stories for Perth’s beloved Miss Chow’s Group.
Social Media Strategy
Brand Management
Content Creation
Photography Direction
Creative Direction
Redefining a family legacy.
Behind Miss Chow’s Group stands ‘Dumpling Queen’ Jacquie Chan, who has transformed her family’s culinary heritage into Perth’s most dynamic hospitality collective. When Jacquie approached us to take on the social direction for four of their bustling locations – Miss Chow’s, Moon & Mary, Lucy Luu’s, and Lena’s Bar – we saw an opportunity to tell a story of innovation and tradition to a diverse group of audiences.
Each venue in the Miss Chow’s Group portfolio required its own voice while maintaining connection to their unique history. We began by refreshing Miss Chow’s South Perth’s visual identity with new typography, creative direction and photography to capture their premium waterfront dining experience.
For Lucy Luu’s in Mount Hawthorn, we developed a bold new graphic style featuring cut-out aesthetics to complement their Kill Bill-inspired interiors. Our content strategy embraced their playful fusion of contemporary Asian cuisine, featuring bold photography and a refined tone of voice that brought their personality to life across social channels.
Miss Chow’s
Strategic social direction for Perth’s premier waterfront dining destination, combining Asian cuisine with city skyline views.
Lucy Luu’s
Social media management for Mount Hawthorn’s contemporary Asian fusion venue, where bold flavours meet playful Kill Bill-inspired design.
Moon & Mary
Social media for Fremantle’s ambitious three-venue concept – featuring a distillery, modern Asian restaurant, and beer garden.
Lena’s Bar
Targeted content strategy for a vibrant CBD venue supporting the daily transition from corporate power lunches to after hours cocktails.
Building distinct identities under one vision.
For Moon & Mary, we built anticipation around their ambitious three-venue concept within Fremantle’s historic lockup. Our pre-launch campaign showcased the unique elements of each space – from their modern Asian restaurant to the distinctive distillery and beer garden. Within this phase, we conceptualised their entire creative and visual direction – crucial in making sure the venue launched with impact. Following Moon & Mary’s launch, we executed the “Partners in Crime” campaign, collaborating with Fremantle Prison to create an immersive event that celebrated the venue’s unique heritage.
For Lena’s Bar, we developed strategic content that captured the venue’s dynamic character throughout the day and into the night – speaking to those looking for a corporate power lunch, or after hours cocktails. Across all venues, our copywriting team created and refined distinctive brand voices while maintaining the group’s overarching warmth and authenticity.
Working closely with Jacquie, we’ve helped transform Miss Chow’s Group’s brand through strategic content creation, partnership development, and creative direction. Each venue now tells its own story while contributing to the larger narrative of this family-owned hospitality group that continues to reshape Perth’s dining scene.