Playful dumplings, a brand with an appetite.
Identity, character illustration, packaging and in-store design for DimSum Mania — a bold, colourful brand system built to stand out on the street, on the shelf and on the feed.
- Client
- DimSum Mania
- Industry
- Identity / Packaging
- Duration
- 5 weeks
Great dumplings, nothing to remember them by.
DimSum Mania was entering a crowded food scene where most dim sum brands look the same: red lanterns, dragons and generic Chinese type. The food was good, but there was nothing that made a customer remember the name, share a photo or pick the bag out of a delivery pile.
Give every dumpling a personality.
We turned the menu into a cast of characters. Each dumpling and bao got its own face, colour and attitude, so the brand feels fun, friendly and instantly recognisable — and gives people something to smile at before they even take a bite.
The character line-up
Character motion — the cast comes to life
Animated wordmark and character loop
Loud colour, simple rules.
We built a bright, appetising palette and a clear set of rules so the characters, wordmark and colours work together on anything — from a sauce bottle label to a café wall.
Colour palette — primary and supporting colours
Sauce range — one colour per flavour
Social motion — feed cut, 1:1
Social motion — feed cut, 1:1
Character animation — feed cut, 1:1
Character animation — feed cut, 1:1
From the counter to the car window.
We carried the system across everything a customer touches: sauce bottles, menus, takeaway boxes, bags and the café itself, so every order and every visit feels unmistakably DimSum Mania.
Packaging family
Sauce bottles — the full range
Product styling
Menu — the characters at the table
Takeaway bag — ready for the drive-through
Café interior — the character poster wall
Dumpling box
Takeaway packaging
Box and bag on the go
Stacked boxes
Brand in use
Brand in use
A brand people remember — and photograph.
DimSum Mania now has a cast of characters, a bold palette and a packaging family that works together everywhere. Every box, bottle and post carries the same personality, so the brand is recognised long before the first bite.
