CHALLENGE
Surprised that fresh dumplings were not widely available in the UK, MasterChef finalist Sandy and her business partner David came to us with a simple question: “If filled ravioli can create a category, why can’t Asian dumplings?” Although they had launched Journey to the West, the brand lacked the clarity and emotional pull to establish a new category and challenge perceptions of dumplings beyond starters and sides.
INSIGHT
Elsewhere in the world, dumplings make a meal. They're the ultimate food love story, made by families across continents as an easy snack or simple meal, imbued with care and stories handed down through the generations.
SOLUTION
We created a new brand and positioned dumplings as an accessible yet exciting way to expand meal-time horizons, rooted in cultural heritage and storytelling. We developed a more playful, meaningful and memorable name, Love Sum, alongside the big idea ‘Legendary Dumplings’. This inspired a personality-filled brand identity designed to shift dumpling perceptions. Centuries of tradition, ready in minutes!
IMPACT
Sales tripled since early 2025.
Secured retail listings including Sainbury’s, Ocado, Booths and Selfridges
Featured on Dragon’s Den, successfully securing investment from Peter Jones and receiving praise from other judges regarding the name and branding.
