MáLà Project: Brand Identity

Nov 2023

MáLà Project brings its restaurant identity to life through a multi-faceted creative suite that spans motion graphics, interior design, and editorial photography. The branding strategy utilizes a vibrant palette of red, pink, and green, juxtaposed with traditional Chinese calligraphy and modern geometric illustrations. Key collaborators, including graphic designer Jingqi Fan and illustrator Lauren Doughty, establish a cohesive visual language that extends from bespoke ceramic plates and menu collateral to the restaurant’s physical environment. Animation work by Alexis Jamet and Toby Mortimer introduces a surreal, kinetic layer to the identity, employing motion graphics and stop-motion techniques to highlight the sensory experience of Sichuan cuisine. The project’s aesthetic is captured through both clean, commercial photography and moody, cinematic sequences. Photographers Guang Xu, Zach Smith, Jingqi Fan, and William Jess Laird document the space, focusing on neon signage, retro-inspired interiors designed by LOVEISENOUGH, and intimate, warm dining atmospheres.

Clean

Advertising Campaign