CONCEPT

In 2025, the Pel'men’ cwill open in the center of London, where dumplings are served according to grandma's recipe.

In our corporate style, we combined the Chinese style of street food, which the customer was inspired by living in colorful Shanghai for several years, and the atmosphere of the customer's long-standing children's game with his Grandmother.

The main concept of the institution is a small cozy atmospheric institution for meeting friends and families or for just going in for a delicious and satisfying lunch. The chef is always at the forefront, cooking dumplings right in front of your eyes.

At that stage, our responsib ilities are determining the brand name and strategy, defining the brand world, designing the mascot, creating illustrations, and producing printed materials. As the mascot of this small and cozy establishment in London, which allows customers to directly participate in the production process, we chose a dumpling.

Using the juicy colors of Chinese signage in the brand's palette, and this also shaped distinct solutions for our printed and digital communications. We designed a visual world, which spreads across the entire brand by arranging typography, color, and illustrations according to the needs.

A key feature of the design is the image of dumplings of emoticons, which are constantly found, symbolizing play and spontaneity.

The project was a guide to growth for me. Many interesting positions made it possible to use creativity in every sense. The client's touching memories of his childhood and his trip to China became the basis for creating the concept and creating the brand.

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