Hong Kong Dim Sim
Client: Hong Kong Dim Sim
Role: Lead Designer
Skills: Branding, UX/UI Design, Visual Design, Design System
Brand engagement through inspiring historical content
Established in 1982, Hong Kong Dim Sim Kitchen was a pioneer in manufacturing Dim Sum in Australia, initially supplying handmade Dim Sum to Yum Cha restaurants throughout Sydney. As the company grew through word of mouth, it began packaging products for retail availability. Today, it is a household name, supplying products to major retailers such as Woolworths and Coles.
Drawing from the past

I began by refreshing the Hong Kong Dim Sim Kitchen brand identity, focusing on rich, mature colors and sleek, modern graphics to give it a fresh yet timeless feel. The goal was to balance tradition with a contemporary edge, making the brand feel both established and inviting. I used plenty of white space to keep the design clean and uncluttered, which made the rich photography stand out even more—letting the delicious, handcrafted dim sims take center stage. Every design choice was intentional, reinforcing the brand’s quality, heritage, and commitment to authentic flavors while ensuring a smooth, engaging experience for customers online.​​​​​​​
Their Story
Drawing from the owners' desire to convey their culinary craftsmanship, refinement, and rich history, we meticulously defined the key information to include on their website, creating an evocative online presence. The "Our Story" and "Our Values" sections were thoughtfully designed to highlight these qualities of their brand. We introduced emotive content and video to these sections, enhancing the storytelling and providing a deeper connection to the brand's past and values.
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Redefining the Style Guide
I was also tasked with redefining the style guide for Hong Kong Dim Sim. I worked closely with the owners to understand the emotions and characteristics they wanted to evoke through their brand, as well as the direction they envisioned for the future. I refreshed their typography system, updated the color palette, and redefined their brand's persona to align with their goals.
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Brand voice reaffirmed
Researching Hong Kong Dim Sim's ideal customers was key to shaping the brand strategy and finding its unique voice. By getting to know their audience—their tastes, dining habits, and cultural influences—I was able to create a brand identity that truly connected with them. I pulled from the company’s business vision to keep things aligned with their long-term goals while also weaving in their brand vision to tell a compelling story. Their core values and beliefs shaped the messaging, helping build trust and a real connection with customers. The result? A brand experience that feels seamless and authentic across everything from visuals to customer interactions.