Nan Xiang Soup Dumplings: Strategic Design Ecosystem
Architecting Systematic Design Frameworks to Empower Global Scalability
OVERVIEW
Nan Xiang Xiao Long Bao is a legendary Michelin-recommended brand synonymous with traditional Shanghainese cuisine in the U.S. market. As Senior Branding Designer, my mission was to lead a comprehensive visual transformation—transitioning the brand from a traditional heritage eatery into a modern culinary icon. By architecting a scalable visual system and refining the brand’s storytelling, I empowered its rapid expansion across 5+ new locations, bridging the gap between centuries-old tradition and the fast-paced New York lifestyle.
MY ROLE
Product & Experience Designer
RESPONSIBILITIES
User research, problem definition, scoping & prioritization, design, testing, handoff, stakeholder management
TIMELINE
October 2024 - March 2026
Key Result
Achieved a 100% brand consistency rate across all new franchises and record-breaking opening-day foot traffic.
project summary
From Strategy to Impact
This phase of brand design focused on clear business needs, primarily supporting new product launches, store openings, and key seasonal moments. All design and content outputs were created with specific touchpoints in mind, ensuring consistent and reliable brand presentation across stores, social media, and marketing activities.
On the execution side, the brand team continued to provide day-to-day support for both stores and marketing, including menu updates, marketing collateral design, photography, and asset organization. These efforts addressed immediate operational needs while gradually building a library of reusable content and establishing more structured, workable timelines.
Overall, the work aimed to strengthen the connection between the brand, its customers, and local communities through practical, high-quality content, laying a solid foundation for future growth and multi-location operations.
PROBLEM FRAMING
Challenge
"From Visual Fragmentation to Brand Cohesion." When I joined Nan Xiang, the brand lacked a rigorous visual framework. Despite its rich heritage, the marketing collateral was stylistically inconsistent, failing to project a distinct identity in a competitive market. The primary challenge was to dismantle this visual noise and establish a scalable design system that could support rapid expansion without losing the brand’s soul.
CREATE
WHAT I DO
"The Power of Reductive Design." I implemented a strategy of "Visual Clarification." By distilling the brand language down to its most iconic assets—a bold signature palette of Heritage Red and Steamed White, paired with fluid curvilinear motifs—I created an instant brand mnemonic. I simplified complex decorative elements into a modern, minimalist system that ensures every touchpoint, from social media to physical signage, is unmistakably "Nan Xiang."
THE OPERATIONAL INFRASTRUCTURE
Standardizing Daily Brand Touchpoints
A fundamental aspect of my ongoing role involves dedicated day-to-day store support, ensuring the brand remains cohesive and responsive across all locations. The materials showcased here represent a routine production cycle, encompassing everything from essential menu iterations to functional operational design.
Beyond addressing immediate needs, these efforts focus on establishing structured, sustainable workflows. By streamlining these daily processes, we create the necessary stability to support long-term multi-location scaling and more complex creative initiatives.
Selected samples from ongoing monthly store support
Strategic Campaigns & Seasonal Activation
Elevating Brand Presence through Seasonal Storytelling
I have strategically increased the focus on social media content, establishing a more unified visual style to strengthen brand recognition across all platforms. At the same time, I create dedicated designs for various holidays and campaign moments. This approach allows the social content to remain strictly on-brand while aligning closely with seasonal themes and tactical timing, ensuring a consistent yet dynamic brand voice.
Selected samples from ongoing monthly store support
Mala Gift Box:
Influencer Seeding & Social Activation
The Mala Gift Box was developed as a limited-edition influencer gift to support the Go-To-Market (GTM) strategy for the new Mala Soup Dumplings. Specifically designed for influencer seeding and social media activation, the box served as a key visual driver for the product launch.
The set includes a premium crafted paper fan and a limited-edition Nan Xiang chili oil. The design incorporates "Year of the Horse" cultural elements and emphasizes a bold, "spicy" visual tone—reinforcing the product’s signature heat and seasonal relevance while significantly enhancing social shareability.
Chinese New Year:
Cultural Resonance
& Touchpoint Consistency
To support the Chinese New Year campaign, a suite of seasonal materials was designed and produced, including "Six Blessings" candles and greeting cards themed around Nan Xiang’s signature six-color soup dumplings. These designs emphasize a festive, celebratory mood while remaining strictly aligned with the brand’s Visual Identity System (VIS).
These materials supported the overall campaign activation, helping to build an immersive festive atmosphere and reinforcing the brand presence across both in-store environments and marketing touchpoints.
Localized Storytelling
The Art of Community Connection
This curated series of 12 hand-drawn illustrations celebrates the unique character of each Nan Xiang location across the East Coast. By integrating iconic local landmarks and street-level details with the brand’s visual language, the artwork transforms each storefront into a recognizable cultural anchor.
Even for upcoming locations in the pipeline, these visuals serve as a strategic preview, building anticipation and establishing a sense of belonging within the local community before the doors even open.
STRATEGIC STORE EXPANSION
Scaling Brand Presence Across New Markets
Over the past year, I have provided comprehensive end-to-end support for five consecutive store openings, spanning Pittsburgh, PA; Westbury, NY; Stamford, CT; Bethesda, MD; and Newark, DE. This extensive involvement covered every critical phase, from pre-opening strategic preparation to high-stakes launch-day execution.
For each location, I managed the design and production of diverse marketing materials and on-site touchpoints, ensuring a cohesive and well-executed brand presence. By treating each opening as a learning milestone, I systematically refined my approach—incorporating insights from previous launches to optimize workflows and enrich the customer experience. This iterative process has allowed me to bring a more sophisticated and polished brand identity to each new community, ensuring every grand opening is more impactful than the last.
On every opening day, I conducted photography and content capture to build a robust asset library for PR, social media, and future brand storytelling. These efforts not only celebrated the immediate launch but also provided the essential data and visuals for post-launch review and continued growth.
Recurring Media Production
Photography Creation
After initial assessments at the Delaware location, a focused shoot was conducted to capture the store environment and storefront assets. The photography emphasized spatial layout, key architectural details, and exterior views to ensure the content remains versatile across multiple scenarios.
These assets will support PR efforts and social media engagement, leveraging authentic in-store visuals to communicate brand presence and operational quality.
On-site Production
Beverage & Pairing Series
A specialized production at the King of Prussia (KOP) location yielded a collection of refined beverage-focused assets. This initiative reflects the ongoing standard of excellence in our monthly media output, ensuring a continuous stream of high-quality visuals.
By capturing the synergy between our beverages and signature dishes, these assets serve as the foundation for sophisticated promotional content across both physical and digital touchpoints.
The Result
WHAT IMPROVED
"Design-Driven Growth & Commercial Impact." This systemized approach directly fueled the successful launch of 5 new locations. The impact reached its peak during the Bethesda, Maryland opening, where our unified promotional strategy resulted in hour-long queues on the very first day of soft opening. By transforming visual chaos into a coherent narrative, I didn't just design posters; I built a brand engine that drives tangible market engagement and customer loyalty.
