ABOUT

Jiang Mai Tang

Creating a design identity worthy of a contemporary Chinese Haute Patisserie uniting French heritage and Chinese characteristics.

Context
Jiang Mai Tang, or by its emblem, JMT, is a contemporary Chinese patisserie fusing the culinary tradition of French pastry making with Chinese gastronomy. JMT unites the French Haute Patisserie concept with Chinese ingredients to cater to the tastes of its customers at two locations in Beijing. Dream-Ming's mandate was to envision a new brand language and identity that would embody JMT’s core values in the context of business growth which saw it expand from solely business-to-consumer into business-to-business services. Dream-Ming created an entire strategy, identity and language–half Chinese, half English–that allowed JMT to rise above its competitors and truly embody its artisan offering.

Challenge
While the quality of JMT products and services were extremely high-end, there was a discrepancy between its premium offering and its existing brand identity. The new identity needed to not only match the premium character of its products and market positioning but compliment JMT’s new offering into B2B services which included catering, special orders and events. As a patisserie bringing a Chinese take on the French Haute-Patisserie concept, Dream-Ming understood JMT’s marriage of French and Chinese elements had an important role to play. Dream-Ming took inspiration from this dual nationality and explored aspects that could embody the fusing of French technique with Chinese ingredients.

Strategy & Creative Development
Dream-Ming’s strategy focused on the concept of lightness and balance. The beauty of French patisserie is found in the precision of the ingredients, right down to the gram. As well as the care taken to get the right balance of flavour and the resulting lightness. This attention to detail and lightness perfectly represented JMT; JMT is not an industrial bakery but a dedicated artisan patisserie grounded in precision, quality over quantity and ‘taste’ rather than eating. To communicate this idea of perfect chemistry and equilibrium of ingredients, Dream-Ming focused on the colour blue. Not only is blue linked to purity and balance–the perfect representation of JMT’s ingredients– it is also a colour closely tied France and China. Chinese Royal Blue is associated with Chinese Blue-and-White ceramic. Dream-Ming selected International Klein Blue, a vibrant hue of blue invented by French artist, Yves Klein, and one synonymous with French identity to embody this cultural fusion.

Execution
The new brand language delivers a consistent typography and graphism that embodies both French and Chinese elements, delicately balancing the two. The typography communicates in both languages, with the Chinese text able to become a decoration for non-Chinese speakers. At the same time, the menu’s layout is inspired by the traditional vertical layout of Chinese characters. The logo design has been enhanced, giving JMT a premium look in line with its artisan character and communicating the trust JMT offers to its customers¬– particularly a new B2B audience. As the patisserie has seasonal events, offers and promotions, Dream-Ming went above and beyond to make templates that can be used for occasions throughout the year and on every platform– from the web, to posters, to brochures, in-store communication and the JMT WeChat.

Results
The JMT design identity brings to life the French-Chinese marriage of JMT’s identity. It represents the very notion fusion– when cuisines, techniques, ingredients and cultures collide to create new classics.