MasterChef finalist Sandy, and her business partner David were surprised that fresh dumplings were not widely available in the UK. They came to us with the question: “If filled ravioli can create a category, why can’t fresh dumplings?” We set out on a mission to help them make world dumplings as ubiquitous and beloved as fresh filled pasta.
The new brand offers adventurous foodies an easy authentic experience. We positioned it as a delicious and exciting way to expand people’s culinary horizons, drawing on the cultural heritage, diversity and joy of dumplings. Centuries of tradition, ready in minutes!
With a playful new name and our big idea, ‘Legendary Dumplings’, we created an evocative and vibrant brand world built around storytelling.
Launched in time for the new lunar year of the Dragon, Love Sum is off to a flying start securing listings in Booths and Selfridges.
We are delighted with the re-brand and the development and transition into the Love Sum Dumplings. Feedback from the trade on the visibility and impact of the packs on shelf is universally positive. Pack design, photography and copy really help the shopper to understand what we make and how to enjoy our dumplings at home. The Brand Book has been a real asset in helping onboard people who are now shouting out the brand.
