Soup that heals the soul
(and mind & body).
In western culture, soups have always been the go-to, feel-good food for when you’re under the weather. But in Eastern culture, food is a sacred part of culture and is widely used in medicinal practices. Giving the Western world a taste of Eastern tradition, Mumchi serves up classic Chinese healing soups that nourish the body and delight the taste buds. Each soup is crafted using traditional blend of herbs and Chinese cooking methods.
graphic design
pattern development
brand strategy
photography
experiential graphics
naming
the concept
Rich in tradition, introduced to a new market, Mumchi is positioned to bring the Eastern perspective of food and healing to the United States. With skepticism of Asian cuisines, I chose bright, inviting colors and patterns to help normalize Chinese cuisine as delicious and nutritious.