Page 40 - Indigo Design Award 2019
P. 40

SHORTLISTED WINNER
DIMDIMSUM
TU DESIGN OFFICE
Lead Designer: TU MING SHIANG Design Team: TU DESIGN OFFICE
Gold in Branding, Typography; Silver in Illustration; Bronze in Logos
Dimdimsum is a Hong Kong – originated dimsum shop located in Taipei. The visual design combines traditional elements and modern design techniques to interpret the brand, i.e., the combination of traditions and creations makes dimsum more than itself. The Signboard and Kung Fu that represent Hong Kong culture are used in the visual design. For example, complex text and hand-painting are used to recreate a typical Hong Kong atmosphere where in the streets are full of signboards. Apart from this, a mascot was created for the brand and was based on Dimdimsum’s specialty which is the “Pig Bun”, and we call it the “Kung Fu Master Pig”. Our kitchen masters took a photo in their best Kung Fu posture, to symbolize their excellent skills. In order to highlight that every dimsum served in Dimdimsum are hand- made by kitchen masters, all the dishes shown on the menu, name card, table mat and other related prints are hand painted to present its delicacy. The diligent spirit of cooking is conveyed to our patrons through the overall visual design of the brand.
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