Mai Mai
Client:
Mai Mai
Industry:
Food & Beverage
Mai Mai is a neo-urban East Asian kitchen that reimagines familiar flavours through a modern Indian lens. Created as a love letter to food, memory, and comfort, the brand brings together influences from China, Japan, and Korea - all rooted in nostalgia, made local, and served with mischief. When the founders approached Bold & Beyond, they had a name but needed a brand world. One that could stand out in an oversaturated Asian dining category while feeling warm, and unmistakably contemporary.
To position Mai Mai as a fresh, distinctive entrant in a cluttered “Asian restaurant” landscape, without claiming authenticity in any one cuisine. We decided to capture what makes the brand special: its nostalgic comfort, craft-first approach, and emotional connection to food - while giving it a strong, modern identity that diners could instantly relate to.
Our Approach
We developed a brand built on the idea of “made with love, served unscripted.” Every detail, from tone to texture, was crafted to express that emotional duality: familiar yet fresh, comforting yet playful. Drawing from the dual meaning of “Mai”, which translates to both grain in Cantonese and mother in several Indian languages, we positioned the brand around nourishment and care.
The logo took inspiration from the motion of swirling - a symbol of warmth, imperfection, and home. The visual language combined soft, earthy tones with tactile patterns that mirrored ingredients in motion, while the tone of voice brought in light-hearted wit and intimacy, creating a personality that felt human and quietly confident.
The Impact
A brand that doesn’t shout to stand out, it lingers.
Mai Mai launched in Bangalore in 2024 as a refreshing take on East Asian comfort food - grounded in story, design, and soul. The branding helped the restaurant carve its niche in a saturated dining space, building early curiosity and emotional resonance with audiences even before its doors opened.
