Mamalan serves up authentic Beijing street food in the heart of London. The brand identity takes inspiration from Chinese letterforms, while the menus reference oriental scrolls in how they are assembled, bound together with chopsticks. The rest of the visual system is modern; the menus built on a strict grid with a simple sans serif makes it easy to read and scannable, contrasted with a soft color palette that brings to mind a warm cup of green tea. While most street-food brands try to capture the urban energy of the street, with bright colors, visuals, and loud typography, Mamalan takes a softer, more zen-like approach, providing a getaway from the hustle and bustle.
Mamalan Brand Identity and Packaging by Midday.