CHUA LAM’S DIM SUM — bookstore2floor

Bookstore 2floor is a creative studio based in New York & Shanghai.

We bring together different forces to extend our love for visual communication across different fields - branding, graphic design, illustration, animation, and more.

We are passionate and detail-focused, also truly believe in the power of visual communication. Along with exploring with clients to the depth of who they are, we’re dedicated to helping them build stronger emotional bonds with their audiences through accurate, intriguing, diverse and creative visual language.
Say hi or inquire the full portfolio at
info@bookstore2floor.com

CHUA LAM’S DIM SUM

Branding
Visual Strategy
Visual Identity
Illustration
Interior Graphics
Brand Guidelines

Mr. Tsai Lan, known as the "God of Food", opened a dim sum restaurant in 2017 that merged traditional culture with Hong Kong-style innovation. We were commissioned to upgrade its branding for the new store in Shanghai Disneyland, using a fun "finger touch heart" symbol to express the brand's core of "artisanal and innovative, fun and chic, young and active."

The heart is an international language used by young people to express their love, while the hand serves as a guide for various messages. The "finger touching heart" symbol represents the core of the brand and expresses love and sincerity. It also has a punning meaning in Chinese, as "dim sum" translates to "touch heart."

We have built a dynamic and expressive brand visual language system and store interior design system centered around this symbol.

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