When Fine Choice Foods wanted to create a splash on the retail market, we needed an eye catching logo and this was how the Sum-m! Dim Sum logo came to fruition. This name was a fun catch phrase where Sum-m! was used in place of “Some” and the name described the product that we were making.
Dim Sum (點心) is a style of Cantonese cuisine prepared in small bite sized portions. Plates of 3-4 pieces of each Dim Sum item may be served in a steamer basket or small plates. Traditionally, Dim Sum is found in Chinese restaurants, fully cooked, ready to be served, and carted around the restaurant for customers to order off the cart from their table. Today, in most Chinese restaurants, Dim Sum is ordered through a form. Dim Sum can be considered brunch. Restaurants often open and start serving at around 9am for those early risers and serve till midafternoon for those who enjoy a little sleeping in.
Found at a traditional Dim Sum brunch are a variety of steamed buns, dumplings, rice noodle rolls, spring rolls, and sweets. Dim Sum may be filled with beef, chicken, pork, prawns, and vegetable. Dim Sum can be cooked by steaming, frying, or baking.
With the idea that you can now have handmade Dim Sum at home, our very first Sum-m! logo reflected exactly that. We included the words Dim Sum in both Chinese and English to let our customers know that Dim Sum is what we do. This catchy logo gained us much attention in the conventional retail market and helped to gain us a spot on the grocery shelves.
2005 marked the debut of our simplified logo. As the Chinese population grew in Vancouver, so did the knowledge of what Dim Sum is. The emergence of T&T Super Market in the 90s also meant Asian ingredients and cuisines were now more easily accessible. As we started to focus more on our core strengths, we felt that having Dim Sum in our name no longer represented our product line. Our product focus was predominantly on Spring Rolls and Potsticker dumplings.
Fine Choice Foods Ltd., 如意食品公司 in Chinese, also got their very own logo. 如意 (YuYi) together, the characters means “as one wants” or “according to ones wishes”. A food company that produces food people wants! This specific logo is used in all of our marketing and advertising that is geared towards the Chinese market.
This year, in conjunction with our 30th anniversary, Fine Choice Foods unveiled a new and official Fine Choice Foods logo. The very first time in 30 years where our name is reflected in our logo. A departure from the red we used in the past, we decided on using this fresh, crisp, apple green. Green to tie back to the fresh ingredients we use in all our product. The logo has already received various nick names in the office. Some of us call it the smiley logo because of the green swooshes – to reflect our wish to put a smile on our customers’ faces with our food. Some of us refer to it as the globe – to reflect our international flavors. Some of us call it the salad bowl – to reflect on the freshness of our ingredients.
When you are grocery shopping, keep an eye out for the red Sum-m! brand!