Restaurant branding concept in Canberra, Australia.
Our client is passionate about Chinese street food and wanted to introduce Malatang and Malaxianguo to Canberra. This style of food is more than just a few dishes- it’s a practice. You start by picking your own selection of fresh produce, protein, and noodles. The kitchen boils or fries your selection and returns them for you to dip, soak, or sprinkle with deliciously secretive homemade sauces and condiments. The brand and interior needed to celebrate these roots and revamp the stereotypical “Chinese joint” with a trendy display of authenticity.
Branding & Strategy Creative Direction Illustration Naming
Interior Art Direction Signage Design Graphic Design
A nostalgic ode to the local Asian grocer.
Chinese immigrants around the world immediately feel at home whenever they step into an Asian grocer. The smells, noises, sights, and movement are always lively and intense, bringing flavours from the old country to roost in new lands. Centring our concept on a nostalgic relationship to an Asian grocery market fits nicely with malatang/malaxianguo cuisine. It implies a freshness of our produce, and provides a coherent purpose for the restaurant's interior design- lively orange wall paint, open food displays, and a series of arches break up the space, create wayfinding for the self-service activities, and gives a fresh and bustling ambiance.
For the branding, we designed a set of unapologetically colourful and cute characters to go with intricate coloured patterns that are inspired by the ubiquitous shopping bags used across Asia and pervasive in markets and street food stands alike.
We wanted to tell a proud immigrant story where tradition can be remembered while moving Asian cultures forward. We cherished the essence and polished the shabby to make the street food and grocers we love cool again.