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2016 · SHENZHEN 深圳

STRATEGY 品牌策划  /  VI 视觉系统  /  SI 空间设计




Moon Dumpling is an innovative Chinese fast food brand developed by a new team based in southern China, focusing on making fresh and healthy dumplings. While all the dumplings restarants are opened on the street in sountern China, the team builds their brand with a modern perspective and decides to site Moon Dumpling in the shopping centers, which has innovative significance and broad development prospects in sounthern China.

The main product of Moon Dumpling is northeastern dumplings. As an innovative brand with traditional culture and Northeastern characteristics, Moon Dumpling needs to focus on how to guide consumers to understand and accept this brand while improving the dining experience so as to gain a firm foothold in the market of southern China.

Based on investigation and analysis,  we bring the folk customs into urban restaurants and transform the traditional concept into modern perception to create the brand image with reduplicate visual elements. The overall structure of the logo is from the image of lantern, with simply lines and bright color, 2 overlapped circles represent the transition from the old to the new, happiness, and reunion. The interior design in the restaurant presents a bright and warm atmosphere of the space. An open kitchen allows customers to see the whole cooking process of the hand-made dumplings and the healthy fresh ingredients. The pictures on the wall are about the story that people who live in the northeast part of China making and eating dumplings during the Chinese New Year, which enhances the joyous, warm and happy atmosphere of the space while making a refreshing perception of a dumpling brand and a unique impression of Moon Dumpling on consumers.


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