Brief
Mama Fu's had recently parted ways with their previous creative agency, and approached us to help refresh the brand and provide creative support during a period of rapid company growth
Process
Quickly ideate new brand directions and transition visuals to the new style, all while making sure no work got dropped during the agency / support transition.
Competencies
Creative direction, Graphic design, Environmental & Experience design, Strategy
Key Metrics
Speed of completion, social engagement, (qualitative) feedback on menu read-ability and legibility, brand system component completion
Brand refresh concept proposals:
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/afc4ddb6-213e-4578-b282-0f3776ac3a65_rw_1920.jpg?h=bdce067e74499b98b793594c8b213b1e)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/e33a1029-944d-4273-b1da-0de8cb9d7dd5_rw_1920.jpg?h=e2a049318736e6c0d31c31d10434cec1)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/4efbfd8c-0ec8-45fc-8b9d-b0fb5d803ef2_rw_1920.jpg?h=8072dc84a48f0db55d6bb69e0bdd6026)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/1c0236f7-3f9e-418b-9de0-4b03bacd073d_rw_1920.jpg?h=1f175ba57b06fc9ecd3eae328924c915)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/c1b11fa3-2d28-46e3-b061-248b925b0399_rw_1920.jpg?h=0da661ee092ab509e1f765cf555865be)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/f5d4e704-42fe-41f4-b70b-7ab01cdb7c5e_rw_1920.jpg?h=e443c3e14403f730929d4ea361be6a18)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/7a6dcb7e-f6c4-4759-89f6-918121a66a77_rw_1920.jpg?h=d4941c6894f90e034815893da28d8ee6)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/7c7b9164-4379-4337-b41c-b4a41fa1c3f4_rw_1920.jpg?h=3efa2d81221b965c18b5b7b02c34fe49)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/613cbd1e-693b-4361-b1ae-2e991e606175_rw_1920.jpg?h=ba1b102646e88ce22b7011fe36bae154)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/c9a7ff43-29a6-4e31-8545-528579f36ec5_rw_1920.jpg?h=aac25894b206147de5c4e286b02afe08)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/727f587f-4f46-48e0-a122-91743d5e08e7_rw_1920.jpg?h=285b7da5c277bb0a03aefa12098e18ac)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/354f9335-ff6e-4f40-84e3-3ca69c586c45_rw_1920.jpg?h=e1ea7ed9fecd74aa213048111f744dd6)
Featured marketing support projects:
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/2186552e-db18-4ba0-abdd-68b417a66f4f_rw_1920.png?h=eadb6c3c188219efdad9236774a16099)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/ddf7f33b-f753-49c2-b54d-5b23f39ffc1d_rw_1920.png?h=8eb0815b9236e0e7d4dc286735b8d15b)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/589753ff-c736-4947-aeb0-34b5b351604d_rw_1920.png?h=ab9e4c050fd2e7768d826734951db264)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/b9337625-57f9-45fe-8339-f5900d428090_rw_1920.png?h=117cd336798d0fa981fc78ec7d26b108)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/68870b02-fd63-4fe5-91eb-1115c521b763_rw_1920.png?h=4ef107f10d8b5fd58e5e37f4f27d3205)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/c9645eff-2a44-41fd-8600-172444fc46ba_rw_1200.jpg?h=83af061c9993bb92338e8b97d3d1bed8)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/2130ca5c-1620-44e0-9952-a67b2d9457a6_rw_1200.jpg?h=85ca895482cb88ab895314ce12467080)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/ad7d709d-f2f6-442e-8267-3f1837589530_rw_1920.jpg?h=8e80fb4c1ab81297c2425e4958521fad)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/e16f8eb0-0fc8-426b-bb0e-9b78139fe1cb_rw_1920.jpg?h=d681eb80eeba1e4fd39be59327d723f2)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/f4610c4b-2bd3-4539-b062-b9b4642d2da6_rw_1920.png?h=647c3dabaf8fa4de635b6e497816fc31)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/2f42ee2d-7ed9-462c-bbc2-cde02e520f1e_rw_1920.png?h=86534f064732bbea6766028b9df0f4b6)
Menu redesign and layouts:
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/84701305-d5f6-48a3-b043-ab6dba43f1ec_rw_1920.png?h=e5019d081994a739f29f79e74838f747)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/b098f874-8af6-4994-b3cc-f29e32c0a2a1_rw_1920.png?h=e053a2afd577c576dcbba41567b61f33)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/ae70cbd3-61c7-4805-8d52-056f459e1578_rw_1200.jpg?h=e574c714477052259edee612dc06e6c9)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/bfa2ec06-3dbc-4ca3-82c3-009f1b480b30_rw_1200.jpg?h=cfb3581e76ffc0ae0b2e1a7acd3e9235)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/497c8bfa-8040-4550-9387-0889b23109bd_rw_1200.jpg?h=17d0d16631115cd8cad0acc351eaa165)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/644ae2b6-2170-4e1d-a3f3-122b8180252d_rw_1200.jpg?h=8bd5e2f17eb16bdf97c1b28b1dae3bc1)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/31f21645-329f-468f-a447-4ad77cc52da9_rw_1200.jpg?h=25c85202a6b7409a82c5b29f460e69e7)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/27118acf-afa6-46e2-9266-7b8a863c2725_rw_1200.jpg?h=667a3fdce426172b35a07696582dd75f)
Refreshed brand guidelines:
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/2aee8a20-0f65-4e72-aac4-58eb3d7b52b3_rw_3840.jpg?h=fbe8962bd38d441bf882dbb1c1cb97f8)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/033ba635-e1d0-461f-a080-ff527288b2d9_rw_3840.jpg?h=f52b28071e9f94aec84715f9edded8b4)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/85870d8d-c90e-4dec-9795-64e8520a7654_rw_3840.jpg?h=cae2795e32418d5c3428295ac62f7c28)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/ca598ce3-37d7-438d-9a60-483da494850e_rw_3840.jpg?h=e955871ee6aa0eee4165286b3daa181c)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/23a2771a-8249-4bd5-9f18-e529678eed8e_rw_3840.jpg?h=44d1fe770359f8f6b27b59870bd93c9e)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/7c13cfb1-1e97-4bc3-84b6-42445fd7cbf2_rw_3840.jpg?h=7c931352688d23daa8eb6323dd36812b)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/89d82b09-2a53-422a-9dc2-e751c45f71b6_rw_3840.jpg?h=5642eea282576e2461c003d770d6f913)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/7e600714-ec27-42e2-8da4-2402047e4339_rw_3840.jpg?h=6cedb68bcf04468e67eb626e37ae8c14)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/9fc6c296-2c9e-4255-82be-cfc7de10a7c7_rw_3840.jpg?h=6bdab18db5e8b5765aa9687f993b1090)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/f0d0a257-a146-42e7-bb34-fea9c61de953_rw_3840.jpg?h=6f616f84ed6add19df76fb503d6e5cfe)
![](https://cdn.myportfolio.com/d153318100eef1a39c3a855a9a62da5a/75c0a4cf-8370-4818-9f12-9e731fe6c427_rw_3840.jpg?h=22d85efaeeb8cec4ca50a752029efaf6)