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Dumpling MA
About

Dumpling MA—"MA" short for Massachusetts and "MA" (pronounced "Mah") for mother—is a dumpling delivery service. Founded by mother Mei Li, Dumpling MA strives to bring the authentic homemade taste of Chinese dumplings to the United States.

Location: Needham, Massachusetts
Industry: Food Service
Delivery: Logo, Brand Identity, and Packaging

Problem

Dumpling MA's lack of visual identity hindered customers from remembering and sharing the brand with friends and family.

Solution

We created a logo that would be difficult to forget; the logo is a mascot and has a visual pun (see logo conceptualization). Additionally, we went beyond the stereotypical red color scheme prevalent in many Asian food brands appealing to American consumers. This unconventional color scheme and clever logo ensure that Dumpling MA is remembered.

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Dumplign MA Logo Conceptualization
Dumpling MA logo on pink background
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Inviting and Playful

The sans-serif font, pastel colors, and smiling logo create an inviting and playful brand identity. Subtle hand-drawn illustrations of various ingredients also give the brand a familiar and homemade feel.

Dumpling MA menu design
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Dumplings held by chopsticks

Future-Proofing

Currently, Mei Li's sales are exclusively online through platforms like WeChat. With plans to open a physical storefront, we created mockups of posters, signs, aprons, etc., to meet her future needs.

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Chef making dumplings
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Color Palette:
Dumpling MA brand color palette
Typography:
Dumpling MA brand typography
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Dumpling MA logo
Credits:

James Wu - Logo Conceptualization, Color Scheme, Typography

Michael Roberson - Vectorization, Brand Identity, and Mockups

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