TDC Awards
Established in 1953, the TDC competition is the longest running, most prestigious, global typography and type design competition. For over 70 years, it has recognized typographic excellence and celebrated new typeface designs in all global languages.
Learn more about TDC72
Category
Print or Digital / Brand Identity System
Annual ID
TDC70_CD052
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 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 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 the legacy of traditions while embodying the joyful spirit of the restaurant itself.
2024 Awards
Total Points: 20
TDC Winner
Credits
Animator
Toby Mortimer
Art Director
Jingqi Fan
Freelancer
Jingqi Fan
Illustrator
Lauren Doughty
Alexis Jamet
Interior Designer
Loveisenough Studio
Photographer
Guang Xu
Jingqi Fan
William Jess Laird
Programmer
Jonas Luebbers
Sound Designer
Matías Enaut
Calligrapher
Ming Guo
Letterer
Jingqi Fan
TienMin Liao
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