Of course, there’s nothing ugly about either the fusion dumplings or the restaurant itself, which has opened on a quiet corner of Newburgh Street in Carnaby.
Insight Hospitality were set the task of developing a unique Dim Sum concept featuring Western inspired flavours.
Once conceptualisation began, the team had to find the ideal site for this concept. The team believed that the Soho and Covent Garden would be the perfect hub for this contemporary Dim Sum concept.
The team collaborated with brand strategy development firm, Plus Agency. Working together they were able to produce the following:
Brand Naming + Visual Identity, Creative Direction, Packaging Design, Tone of Voice and Innovation + Customer Experience
Resulting in the creation of Ugly Dumpling.
Once the 30 covers, Carnaby Street location had be finalised, the team employed Daniel Monk to develop the Interior Design. Spread across two floors, Daniel’s design for Ugly Dumpling ‘blends contemporary aesthetics with functional design. Timber wall panels are elevated with brass wall lights, reeded glass cabinets and soft leather banquettes, whilst pops of bright turquoise blue are used throughout the seating and joinery details.’.
The final piece of the puzzle was the Ugly Dumpling menu development. Des McDonald Associates worked with Ugly Dumpling brand ambassador Ping Wong, using British seasonal ingredients to discover new dumpling flavours to complement Ping’s Asian fusion flavours that are so popular in the street food markets throughout London.