Morning Dumpling By Mengxi Shen
CONTENT Introduction........................6 Research..............................8 Inspiration...........................10 Logo Identity......................12 Identity Development.....16 Collateral............................22
The Story After living in America for five years, as a Chinese person, the traditional Chinese breakfast is what I miss the most about the culture. In China, we wake up early, around 6-7a.m, and many people canâ€™t make breakfast by themselves because of the busy morning. However, the variety of breakfast gives you the energy for the day, and it is very convenient, healthy and fast. -6-
Morning Dumpling, located in south Philadelphia, Is a dumplingthemed breakfast restaurant. The idea of the restaurant is to blend together traditional Chinese taste and Chinese American taste for breakfast in America. Its goal is to serve quick and healthy Chinese food to people who enjoy and love the morning.
Traditional Chinese Breakfast Chinese breakfast differs widely from region to region, however all over china, people usually eat steamed buns, dumpling, deep-fried dough sticks, tofu pudding, rice noodles and drink soybean milk for breakfast. These dishes are readily found in snack streets every morning in China.
Dumpling is one type of Chinese breakfast that consists of pieces of dough wrapped around a filling. The dough is based in flour, and can be filled with meat, fish, and vegetables. Dumplings are usually prepared by boiling or frying and are found in many world cuisines. It is getting popular in America and is interesting to bring into a breakfast restaurant.
Morning Egg My first idea was to combine egg and clock elements. Humans have eaten eggs for thousands of years ďźŒand people usually eat eggs for breakfast. The clock represents time, and it makes my logo convey a faster and fresher message. Instead of just an egg, I also thought about steamed buns, teapots, dumplings and fried bread sticks which are Chinese breakfast elements.
I N S P I RAT I O N
Bao My desgin was inspired by Bao, which is a 2018 computer-animated short film written and directed by Domee Shi and produced by Pixar Animation Studios. The film is about an aging and lonely Chinese-Canadian mother, suffering from empty nest syndrome, and made and lived with a dumpling (bun) boy.
LO G O I N S P R I AT I O N
The process of my logo My logo reference is Taiwan Bowl. Taiwan Bowl is a restaurant primarily selling braised pork rice, and the logo has a character of the rice bowl. First I wanted to create a cute head of my dumpling, and then I realized the dumpling fold looks like sunshine and matched my morning breakfast idea. After, I added chopsticks, a cloud, and the name â€œMorning Dumplingâ€? in a way that is concise.
Fonts Arial Round MT Bold Segoe UI Microsoft YaHei UI Bold Raleway
Menu Holder Desgin
For menu and holder design, I want the menu to look like a cute character to stand on the table and in front of the customers; thus, I designed a wood of menu holder to help the customer interact with the menu. -17-
Laptop version (Home page)
Menu page -19-
CO L L AT E RA L
Morning Dumpling Mengxi Shen Advanced Graphic Design
The identity manual shows the creative process of Morning Dumpling.