麻辣餐厅品牌

麻辣餐厅品牌
Jingqi Fan
美国

ADC 最佳类别奖,金立方奖


MáLà Project是一个以通过新式川菜传递快乐为使命的餐厅品牌。其招牌菜干锅——由24种草药和香料精心调配,再用其标志性的麻(Má)辣(Là)酱汁炒锅烹制而成——是一道令人垂涎的火热美食组合。这道菜首次登上主流菜单是在20世纪90年代的中国,正值中国向世界敞开大门之时。东方传统与西方新颖元素首次并存,随后的双语交流往往是一种随意拼凑的元素组合,这种组合给人耳目一新的感觉,打破了规则。这种独特的文化二元性,反过来成为了MáLà Project品牌身份的跳板。接下来呈现的是一场闪耀着90年代怀旧风格的视觉盛宴,它为纽约的餐厅界带来了全新的想象。它像提供的菜品口味一样大胆而充满活力,既现代又永恒,既反映了其中国传承,又体现了餐厅本身轻松愉悦的精神。
该品牌的吉祥物BènBèn也生活在这个视觉世界中。他以守护狮为原型,灵感来自中国民间传说中青春叛逆的神灵哪吒。他在MáLà Project的香料园中漫步,并在客人用餐体验的每一步都伸出援手。
餐厅开业后,其四个店面的净销售额相比去年增长了25%。在四个月内,其网站的新用户增长了116%,在Instagram上的覆盖范围在两周内增长了227%。

MáLà Project Identity
Jingqi Fan
USA

Best of Discipline; Gold


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.