As the culinary geniuses behind the ever-growing reputation of Mad Dumplings and their Asian-infused culinary creations, the founders sought to expand their presence with two new store locations in Long Beach and Irvine, California. The expansion prompted the realization that a dynamic brand identity solution was essential, catering to diverse applications across the new stores and creating a structured approach to their expanded menu.
Jul 27, 2021
During our extensive research and development phase, it became evident that a crucial step was to establish a hierarchy with a pronounced emphasis on the "Mad," intensifying their unconventional approach to dumplings. Our objective was to formulate a brand solution capable of seamless adaptation across both print and digital applications. Drawing inspiration from traditional Chinese brush characters, I meticulously crafted a hand-drawn, brush-like wordmark. This design infusion adds a cultural and artistic essence, paying respectful homage to the vibrant origins of Mad Dumplings.
The resulting brand solution for Mad Dumplings places a powerful emphasis on their primary wordmark, striking a delicate balance between prominence and flexibility within the new identity. The hand-drawn wordmark, thoughtfully paired with traditional Chinese brush strokes, seamlessly complements a robust typographic identity with a touch of raw authenticity. While the pursuit of an adaptive brand identity was at the forefront of our agenda, we also recognized the need for a fun and meaningful approach to organize their expanded menu. In conversations with the founders, we uncovered a poignant narrative—the significant influence of Fen’s deceased sister, who played a pivotal role in inspiring her brother to pursue his dreams and launch the food truck he had always envisioned. With this heartfelt story embedded in the journey behind Mad Dumplings, we introduced a Chinese symbol of Fen’s sister's name into the main logo. This symbol serves as a poignant "specialty" identifier on the menu, showcasing her favorite items and adding a deeply personal touch to the overall brand narrative.
