Art direction & game worlds

A Bite of Town

A colorful cooking-game world. Characters, costumes, food and architecture brought together through a consistent visual language.

Context: Baidu Yi Xin · 2019–2022
Role: Art Director
Focus: Visual direction, character systems & environments

Promotional artwork with two stylized characters beside a sunny waterfront town — Project artwork produced by the team under my art direction.

Character,
across a system.

Expressive faces and readable silhouettes give the cast a shared style. The costume system carries that style across professions and themes, while keeping the underlying character recognizable.

An ensemble of stylized town characters, with different ages, clothing and personalities — Character ensemble · team production artwork.

Seven costume variations for the same female character, including a chef, an adventurer and a princess — Costume variations within a common character style.

One world.
Many small details.

Food, buildings and restaurant spaces need to belong to the same game. This selection shows the style extending from small food assets to larger environments, with rounded forms, clear color groupings and a playful sense of scale.

A collection of colorful game food assets including sushi, grilled meat, soups, drinks and desserts — Food asset families.

Six stylized game buildings, including a bakery, a café and themed restaurants — Buildings and restaurant themes.

A colorful outdoor restaurant scene with a chef, dishes in the foreground and a waterfront town beyond — Food and environment brought together in a restaurant scene.

More of the cast.
More of the character.

The character language carries into a larger ensemble and themed costumes. These images show both character assets and the way they are presented in the game’s communications.

Three fashion and costume character studies

Character styling in a wardrobe promotional image

The wardrobe,
as an experience.

Costume assets become part of the wardrobe interface and themed promotions. The selections connect the character design to how a player chooses and sees an outfit.

Wardrobe interface with four selectable outfits

Halloween character and seasonal promotional composition

Restaurants & decoration.

The world includes restaurant themes, decorative objects and complete serving scenes. Food assets, architecture, furniture and backgrounds need to belong to the same visual system.

Carriages, pavilions, a bridge and town-decoration assets

Easter-themed outdoor restaurant and serving station

The world,
in communication.

Launch and festival imagery carry the same cast and environment style into promotional compositions. A cooking view shows the food, characters and service counter together.

City and character promotional composition

Vertical iOS launch artwork from the original portfolio

Festive dining scene with the game’s character cast

Festival street scene with town characters

Cooking and serving scene with character requests

Select gallery images to view them at their source resolution.

My contribution

I defined the visual style, developed character and scene directions, and guided the 2D/3D art team and outsourced production as Art Director at Baidu Yi Xin. The project artwork on this page shows the shared visual system developed by the team under my direction.

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A Bite of Town

Character,across a system.

One world.Many small details.

More of the cast.More of the character.

The wardrobe,as an experience.