The online-to-offline restaurant U-DING selling a special Chinese cuisine, Maocai, has illustrated its brand appearance with detailed and imaginative images. The company’s slogan “choose or dare” was inspired by the popular game “truth or dare.” By showing creatively arranged ingredients, the brand illustrations seek to intrigue young customers to create hotpot dishes themselves. With dynamic effects, in a humorously animated style and occasionally referring to traditional narratives, like Shan Hai Jing, the motifs are highly entertaining and contribute to increasing brand awareness.