Named one of the top ten gourmet restaurants in the world by The New York Times, Din Tai Fung is famous for their Xiao Long Bao—steamed pork soup dumplings.
As Din Tai Fung expanded across the US, I led the design of a digital experience that positioned the brand as a refined, culturally rich dining destination. I developed a scalable visual design system and responsive website that balanced heritage with modernity.
To fully align the digital presence with the in-person experience, I art directed and photographed the entire menu—ensuring visual cohesion across the site, in-store, and social media. This hands-on content strategy, paired with ongoing asset creation, supported the brand’s growth across key touchpoints over several years.
Within 6 months, the online ordering page received 417K+ views and a 29% click-through rate for pickup orders. The site remains a key driver of engagement—serving as both a pre-visit touchpoint and an in-restaurant menu tool.
Roles: Art Direction, Visual Design, UX/UI Design, Social Content, Photography + Video, Post Production
Awards: Awwwards Honorable Mention, CSSDA Special Kudos
As Din Tai Fung expanded across the US, I led the design of a digital experience that positioned the brand as a refined, culturally rich dining destination. I developed a scalable visual design system and responsive website that balanced heritage with modernity.
To fully align the digital presence with the in-person experience, I art directed and photographed the entire menu—ensuring visual cohesion across the site, in-store, and social media. This hands-on content strategy, paired with ongoing asset creation, supported the brand’s growth across key touchpoints over several years.
Within 6 months, the online ordering page received 417K+ views and a 29% click-through rate for pickup orders. The site remains a key driver of engagement—serving as both a pre-visit touchpoint and an in-restaurant menu tool.
Roles: Art Direction, Visual Design, UX/UI Design, Social Content, Photography + Video, Post Production
Awards: Awwwards Honorable Mention, CSSDA Special Kudos
