DIN TAI FUNG
CREATIVE RESTAURANT MARKETING
ARTISTY. CRAFTSMANSHIP. XIAO LONG BAO
Following the success of Din Tai Fung’s first two UK openings, BreadTalk Group partnered with BCOME Marketing to launch the brand’s third London restaurant — a flagship site at the iconic Centre Point building, just off Tottenham Court Road. Our task: reimagine the space, evolve the brand’s UK presence, and deliver a cohesive restaurant marketing and creative strategy across every touchpoint — physical and digital.
THE LOCATION
Housed within the Brutalist architecture of Centre Point, the site offered a rare opportunity to merge Taiwanese culinary heritage with contemporary London design.
We were challenged to transform the interiors and brand expression into something culturally rich yet architecturally modern — reflecting Din Tai Fung’s design precision and reputation for culinary craftsmanship.
OUR APPROACH
This was a true 360° restaurant branding and marketing partnership. Working closely with BreadTalk Group, we shaped every element of the UK brand experience:
Interior Concept Direction
Developed a refined narrative blending East Asian elegance with minimalist modernism, complementing Centre Point’s architectural heritage.
Menu Redesign
Crafted premium, easy-to-navigate menus that highlighted the artistry behind every dish.
Website Redesign
Created a cleaner, image-led digital experience with improved UX, UI, and storytelling for UK audiences.
Art Direction Across Sites
Ensured brand consistency across Centre Point, Covent Garden, and Selfridges — unifying visual style, copy tone, and in-venue details.
Photography & Content Creation
Produced imagery that showcased the warmth, precision, and authenticity of the Din Tai Fung experience.
Marketing & Social Media Strategy
Built a 12-month roadmap for brand awareness, digital growth, and sustained engagement.
The Outcome
The launch of Din Tai Fung – Centre Point firmly positioned the brand within London’s competitive dining scene, uniting heritage, architecture, and innovation. The result: an immersive restaurant brand experience that feels both rooted and refined, with a digital presence and multi-site identity that speak with one clear, consistent voice — clean, crafted, and unmistakably Din Tai Fung.
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