ADC Awards
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Category
Brand / Communication Design
Annual ID
ADC103_TYP001G
About the Work
MáLà Project is a restaurant brand founded with a mission to serve joy through neo-Sichuanese cuisine. Known for its Dry Pot dish—made from a complex blend of 24 herbs and spices, and wok fried in its signature Má (numbing) Là (spicy) sauce—it’s a fiery medley of mouthwatering ingredients that first snuck onto mainstream menus in 1990’s China, just as the country opened its doors to the rest of the world. Eastern tradition and western novelty coexisted for the very first time; the bilingual communications that followed were often a haphazard patchwork of elements that felt refreshingly new and rule-bending. This unique cultural duality, in turn, became the springboard for MáLà Project’s identity. What precedes is a glittering spectacle of 90’s nostalgia, reimagined for the New York restaurant scene. It’s bold and vibrant like the flavors on offer, modern yet timeless to reflect its Chinese heritage while embodying the lighthearted and joyful spirit of the restaurant itself.
The brand’s mascot, BènBèn also lives in this visual universe. He is based on the Guardian Lion—a noble protector, and inspired by the youthful and rebellious spirit of the teenage deity, NéZhā, in Chinese folklore. He roams the MáLà Project spice garden and lends his helping hand at every step of the guest dining experience.
After launch, the restaurant saw a 25% increase in net sales across their 4 locations compared to their performance last year. Their website saw a 116% increase in new users within four months and a 227% increase in their reach on Instagram within 2 weeks.
The brand’s mascot, BènBèn also lives in this visual universe. He is based on the Guardian Lion—a noble protector, and inspired by the youthful and rebellious spirit of the teenage deity, NéZhā, in Chinese folklore. He roams the MáLà Project spice garden and lends his helping hand at every step of the guest dining experience.
After launch, the restaurant saw a 25% increase in net sales across their 4 locations compared to their performance last year. Their website saw a 116% increase in new users within four months and a 227% increase in their reach on Instagram within 2 weeks.
2024 Awards
Total Points: 45
Gold Cube
Credits
Client / Brand
MáLà Project
Animator
Toby Mortimer
Art Director
Jingqi Fan
Freelancer
Jingqi Fan
Illustrator
Alexis Jamet
Lauren Doughty
Ming Guo
Interior Designer
Loveisenough Studio
Photographer
Guang Xu
Jingqi Fan
William Jess Laird
Programmer
Jonas Luebbers
Sound Designer
Matías Enaut
Type Designer
Jingqi Fan
TienMin Liao
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