• Transform magazine
  • April 16, 2024

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Journey to the West rebrands as Love Sum, seeking to make dumplings a top meal choice 

1 The Collaborators Love Sum Logo

The dumpling company formerly known as ‘Journey to the West’ picks up the new name ‘Love Sum’, with its rebrand designed by strategic food and drink branding consultancy The Collaborators.

Journey to West rebranded as ‘Love Sum’, hoping to reposition dumplings from a side/starter to a main meal. With strategic food and drink branding consultancy The Collaborators, Love Sum looked to make its dumplings as beloved as pasta, emphasising the easy-to-cook nature.

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Paying homage to the culture surrounding dumplings, the packaging featured folklore through illustrations and supporting narratives. Its design has also incorporated a printed recipe and postage stamps for a nostalgic feel. Working with the brand identity ‘legendary dumplings’, The Collaborator founder, Jayne Noblet, says the task came with a few challenges.

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Noblet says, “It became very apparent that we were looking at creating a new category of ready-to-cook fresh dumplings; offering all the same benefits as filled pasta, but with the added excitement and exploration of world food.”

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Love Sum’s commercial director, Mike Hemmings, sees it as a job well done, adding, “Pack design, photography and copy really help the shopper to understand what we make and how to enjoy our dumplings at home.” 

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