Hospitality

HOMETOWN DUMPLING

BRAND IDENTITY // PACKAGE DESIGN // LOGO // SOCIAL MEDIA STRATEGY // PHOTOGRAPHY // VIDEOGRAPHY // WEB DESIGN & DEVELOPMENT // MENUS // BUSINESS CARDS // SIGNAGE // INTERIOR DESIGN // PRINTING // PR
Person kneading dough with flour on a wooden board, wearing a striped apron.

THE SITUATION

Originally a home-based business, HOMETOWN DUMPLING would made a unique line of frozen dumplings. The business expanded, rapidly outgrowing a home kitchen, moving to a commercial space and producing thousands of dumplings a day. After a few years, it was time to rebrand and Sprout was seeking a brand identity, including a name and logo, as well as an in-store and online experience that aligned to the brand and helped convey the company’s dedication to offering healthy, patch-to-plate lunch options. From the now-vibrant color palette to the verbiage describing the intentions driving Sprout’s founder, the company needed to promote an overarching aesthetic that engaged Seattle’s mid-day crowd to choose fresh, local options over classically sub-par meal offerings — they needed to make fresh, nutritious meals feel accessible.preparing it for a new generation of millennial customers and giving it a contemporary style.

Website design mockups featuring images of food, menu items, and catering details, with a focus on dumplings. The layout includes various sections and green accents.
Website design mockups featuring images of food, menu items, and catering details, with a focus on dumplings. The layout includes various sections and green accents.
Logo with a green background featuring a white dumpling illustration, encircled by the text "Hometown Dumpling," "Bibimbap," "Kimchi," and "Noodle Bar," with "Estb. 2014" at the bottom.

PRIMARY COLORS

Four vertical color swatches: green, black, dark olive, and light gray.

FONTS USED

A profile silhouette of a person looking left with a pointed hairstyle.
A bowl of bibimbap with vegetables and a fried egg, chopsticks on top. Sides include rice, red sauce with sesame seeds, and a ceramic container. Copper salt and pepper shakers are nearby.
A bowl of noodle soup garnished with vegetables, a side of kimchi, and a dish of dried greens on a wooden table.
Plate of dumplings with sauce, salad, and edible flower, placed next to soy sauce dispenser, salt and pepper shakers, chopsticks, and green napkin on a wooden table.

Fashion Style

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Logo of Hometown Dumpling on a green circle, featuring a white dumpling icon. Text includes "Bibimbap," "Kimchi," "Noodle Bar," and "Est. 2018.
Logo of Hometown Dumpling on a green circle, featuring a white dumpling icon. Text includes "Bibimbap," "Kimchi," "Noodle Bar," and "Est. 2018.
Various green and white restaurant menu flyers featuring images of dishes, with text highlighting specials and offers.

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Styleguides

Project Roadmap

Conception

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Drafts

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Approval

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CLIENTS GALLERY

Sliced beef with sauce on mashed potatoes, garnished with carrot, greens, and purple cauliflower, with sauce dots on the side.
A gray snapback cap with the words "Creative Cult Headwear" in stylized white text on the front, placed against a two-tone gray background.
Black t-shirt with "Creative Cult" written in cursive white text. A tag is attached to the neckline with a red string. The shirt is displayed on a flat, light gray background.
Black T-shirt on a hanger, front shows a small white "focus" logo on the sleeve; back features large white "focus" text across the upper part.
Black T-shirt on hanger. Front displays "GODS" logo at the bottom. Back features words like "Vision," "Design," "Creative" in bold white text stacked vertically.

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A welder wearing a red protective helmet works on metal in a dimly lit workshop, with sparks and bright light emanating from the welding process.