Boom Boom Bao is a bold, high-energy restaurant concept developed by Atlanta-based BGP Group as part of their new suite of Asian-inspired dining experiences inside Ponce City Market’s Market East wing. Tasked with creating the full brand—from strategy through visual identity, environmental design, and packaging—Bullhearted Creative Co. crafted a dynamic concept that fuses deep cultural references with contemporary flair. The brand draws inspiration from vintage Chinese fireworks packaging, using explosive typography, celebratory graphics, and a rich color palette of firecracker reds and golden yellows to evoke both festivity and craftsmanship.

The creative strategy centers around the metaphor of fireworks, symbolizing the literal and figurative “explosion” of flavors inside each bao bun and dim sum dish. Bullhearted developed every guest touchpoint, including a suite of custom packaging, playful handheld menus, branded uniforms, and vibrant signage. A large-scale mural, designed in collaboration with Office of Design, features a fiery dragon swirling among bao buns and bursts of fireworks, anchoring the restaurant’s interior in visual storytelling and cultural symbolism.

The result is an immersive brand that balances cultural authenticity with modern energy—transforming Boom Boom Bao into an immediate standout within one of Atlanta’s most competitive food halls. The restaurant opened in June 2025 to strong public acclaim, with its playful aesthetic, cheeky copywriting, and bold design helping it break through the noise of the crowded market. From strategy to launch, every detail was intentionally crafted to create a joyful, crave-worthy experience that feels as fresh and unforgettable as the food itself.