AUNTY MAE'S
DUMPLING BAR
Mandate /
Problem Statement
The goal was to create a full visual identity for Aunty Mae’s Dumpling Bar, a family-run business transitioning from a beloved street food cart into a permanent dine-in and takeout restaurant. With over 60 years of heritage and a loyal local following, the new brand needed to modernize without losing its authenticity and warmth. The identity had to reflect Aunty Mae’s legacy while appealing to a younger, urban audience through strong storytelling, approachable visuals, and a cohesive brand system.
Deliverables included:
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A recognizable brandmark and logotype
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A typographic system that balances tradition and modernity
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A warm, grounded color palette
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Optional illustrative or mascot-style elements
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Branding assets for door signage, business cards, and takeout packaging
Solution
The final logo captures the warmth, familiarity, and heritage of Aunty Mae’s Dumpling Bar through a hand-drawn illustration that personifies Aunty Mae herself—lively, memorable, and instantly inviting. The illustration acts as a visual storyteller, honoring her presence in the neighborhood and her long-standing reputation for quality, home-cooked food.
The logotype beneath the character uses bold, rounded letterforms that feel approachable and comforting—reflecting the softness of dumplings and the friendliness of a family-run kitchen. The proportions between the icon and the text are carefully balanced to keep Aunty Mae at the center of the brand while ensuring the business name remains readable and impactful across all applications.
Altogether, the logo communicates warmth, tradition, and personality, setting the tone for a brand that is both rooted in family legacy and ready to embrace a new chapter.
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The color palette combines rich, grounded tones with appetizing warmth, drawing from traditional flavors and textures to evoke comfort and authenticity. It features a deep, earthy burgundy reflecting slow-cooked recipes and rich sauces; a bold, warm red signaling passion, appetite, and cultural heritage; a soft chili red adding vibrancy and friendliness; a golden mustard reminiscent of dumpling fillings, wrappers, and seasoned oils; and a strong, dark neutral providing contrast and visual weight. Together, these tones create a cozy, flavorful atmosphere across brand materials—from menus and takeout boxes to social media and interior signage.
While the logo uses a bold, rounded typeface that visually complements the illustrated character and adds to the approachable, home-cooked feel, the recommended brand font for broader use is Elza.
Elza is a modern sans-serif that combines softness and structure. Its subtle curves nod to the shape of dumplings, while its clean geometry ensures legibility across digital and print platforms. It supports the brand’s voice—reassuring, warm, and self-assured—making it ideal for menus, packaging, social media, and promotional content. Elza ensures a consistent and polished tone of voice while allowing the logo illustration to remain the central visual anchor.
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