Mai Mai
Building a neo-urban East Asian kitchen rooted in comfort, memory, and modern culture.
Services
Branding & Strategy
Branding & Strategy
Social Media
Social Media
PR Launch
PR Launch
Client:
Mai Mai
Industry:
Food & Beverage
Mai Mai came from a simple thought: East Asian food can feel both familiar and new. The objective was to build a brand around that feeling – rooted in the comfort of food, but with enough curiosity and character to speak to a new generation.
We looked beyond obvious cultural cues and into the aspects that make food feel personal: nourishment, memory, movement, craft, and the joy of gathering around a table.
This thinking informed every aspect of the brand identity, from its name to the smallest visual detail. “Mai” evoked grain, nourishment and the nurturing instinct of a mother, while the logo drew inspiration from the impressions of rice grains on traditional Chinese porcelain and the gentle movement of rice being stirred and cooked.
We carried the same idea through the wider brand world, bringing together earth, water, fire, grain, blossom and zen into a flexible visual system. Paired with a warm, conversational voice, it gave Mai Mai a personality that felt contemporary, playful and deeply human.
Mai Mai came from a simple thought: East Asian food can feel both familiar and new. The objective was to build a brand around that feeling – rooted in the comfort of food, but with enough curiosity and character to speak to a new generation.
We looked beyond obvious cultural cues and into the aspects that make food feel personal: nourishment, memory, movement, craft, and the joy of gathering around a table.
This thinking informed every aspect of the brand identity, from its name to the smallest visual detail. “Mai” evoked grain, nourishment and the nurturing instinct of a mother, while the logo drew inspiration from the impressions of rice grains on traditional Chinese porcelain and the gentle movement of rice being stirred and cooked.
We carried the same idea through the wider brand world, bringing together earth, water, fire, grain, blossom and zen into a flexible visual system. Paired with a warm, conversational voice, it gave Mai Mai a personality that felt contemporary, playful and deeply human.
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