Din Tai Fung

Internationally Beloved

Din Tai Fung Logo

Named one of the top ten gourmet restaurants in the world by The New York Times, Din Tai Fung is famous for their Xiao Long Bao—steamed pork soup dumplings. This Taiwanese restaurant chain has over 170 locations around the world including the United States, Japan, Korea, Singapore, China, Hong Kong, Indonesia, Malaysia, Thailand, Australia, and the UK.

We created a new website and visual design system for Din Tai Fung that reflects their elevated dining experience—as well as the craftsmanship and attention to detail—that the Michelin Star restaurant offers.

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Something for Everyone

We developed an intelligent site that’s relevant to every visitor. Our contextual engine detects location, time, and weather, and serves up content accordingly—so if it’s Meatless Monday, visitors will see a popular vegetarian dish, and if it’s snowing in Seattle, the site will present a favorite soup. It also shows people the Din Tai Fung location that’s nearest to them for fast online ordering.

Designed and optimized for mobile devices, the site is the primary way to access the entire Din Tai Fung menu visually, both for in-store dining and via QR code when on the go.

Focus on Craft

One of the things that makes Din Tai Fung so beloved is the care, precision, and artistry that they put into their handcrafted food. To showcase this, we directed several short films that celebrate the Din Tai Fung experience, including the meticulously trained chefs, the thoughtful interior design, and craftsmanship behind all of their dishes.

A glass kitchen at each restaurant proudly showcases the tradition and detail that go into making fresh dumplings every day. We shot hundreds of photographs and hours of footage to capture the essence of what makes Din Tai Fung unique.

Our art direction and photography of the entire menu bring the balance of modern and traditional to every aspect of the site, and extend into the brand’s social accounts.

Bringing Unity

We saw an opportunity to make the brand cohesive across all platforms by creating a series of original illustrations that reflect the Din Tai Fung values with clean lines and subtle color. They were integrated throughout the website, social media, and print items in the restaurant like chopstick wrappers and table cards.

We also brought Din Tai Fung’s “Bao Bao” characters and our illustrations to life on GIPHY, offering a new way for enthusiastic fans and the brand to liven up their social posts.