PINCH, a vendor from the Dupont Circle Farmer’s Market is going big and opening their own restaurant. For years they’ve operated out of a tent selling their famous dumplings. It was my mission to create a restaurant brand and an accompanying cookbook. The crafted restaurant, Radii, is a display of his enthusiasm for dumplings and yearning to reinvent the traditional dumpling. “radii” is the plural of radius. The name could not be more suitable for the restaurant, as dumplings are formed from many circles—after all the consumer can never eat just one dumpling! Radii is unlike traditional Chinese restaurants. First off, Radii only serves dumplings. They are personalized using their finest, locally sourced ingredients.
Dumplings are generally small, light snacks. Radii aims to reinvent the dumpling steering it away from traditional expectations. The final design is a result of much discovery and reference to, chef, Dan Zhu’s personality. Between the cookbook, menus, and promotional items, Radii’s branding aims to attract those looking for the modern dumpling. Through the use of various circles and motifs, Radii is able to make a name for itself.