Sumthin’ Kitchen Co. is an ironic, design-led dim sum joint that doesn’t take itself too seriously, except when it comes to taste. It’s meta about its own category, poking fun at typical dim sum branding through tongue-in-cheek self-awareness and visual play.

It leans on humor, clever copy, and bold design to make the dining experience as delightful as the food itself. The brand specializes in small bites with big attitude: dim sum classics reimagined for the modern diner. From steamed buns to fried dumplings, Sumthin’ serves flavor with personality, pairing culinary tradition with contemporary wit.

The design direction takes cues from vintage Chinese eateries but filters them through a modern, witty lens. The logo features a playful yet confident character mark — a stylized dumpling with attitude, housed in a frame inspired by classic Chinese emblems, reinterpreted for a contemporary audience.

The color palette, bold red, and cobalt warm beige,ncaptures both energy and familiarity. Red stands for appetite and good fortune, off-white softens the tone, while cobalt adds contrast and freshness.

Typography and layout maintain a modular system, allowing each dish or message to be treated as a typographic block. This grid-like consistency gives room for playful copy (“Sumthin’ hot,” “Sumthin’ fried,” “Sumthin’ sweet”) without losing coherence.