MáLà Project

Mascot development and Illustration for MáLà Project.

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 the legacy of traditions 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.

Branding, Art Direction, Set Design, Styling & Web: Jingqi Fan
Chinese Calligraphy: Guo Ming
Illustration: Lauren Doughty, Toby Mortimer (motion)
Brand Animation: Alexis Jamet, Matías Enaut (sound)
Lettering: Jingqi Fan, TienMin Liao (refinement)
Food Photography: Guang Xu, Zach Smith (lighting assist)
Case Study Photography: Jingqi Fan
Website Build: Jonas Luebbers

Interior Design: Studio LOVEISENOUGH
Interior photography courtesy of William Jess Laird & LOVE

MáLà Project: Amelie Kang, Christian Castillo

Recognition:

2024 TDC Awards Winner: Communication Design / Brand Identity
Interior Design's Best of Year 2023

Press: