CLOSE
For this project, we boarded a story of change and entrepreneurship, the story of those who decided to enter the restaurant sector on a straight foot to transform an idea into reality, all at a light speed.
Menumal was born from the desire of a group of young people to innovate and make the world of food more sustainable. To do this, they propose software technology that revolutionizes digital menus, making them beautiful, intuitive and, above all, environmentally sustainable: a brilliant solution that not only hits the mark, but hits three point with a single shot.
The desire to create a positive impact and the energy of the team are what most of all distinguish the brand and this has won over the jury of Climatico; an initiative organized together with Siamo Dieci to support companies committed to sustainability through branding and video communication actions, this year won by Menumal.
Menumal had long needed a new face to guide him in his mission and he found in winning Climatico 2024 the opportunity he had been waiting for.
The main need was to renew the visual identity, finding a mascot that reflected its lively soul and that, at the same time, was reliable and versatile; a face capable of fitting in both casual restaurants and accompanying the more ambitious ones aiming for stars, Michelin of course.
So, we redesigned the Mal mascot with a cartoon style, humanizing it with various expressions to transform it into a true ally of the boys on the team and to be, like them, a point of reference for restaurateurs and customers.
A new symbol that integrates perfectly with Menumal's witty and at times irreverent tone of voice; a feature that is reinforced by the new color palette that, evolving from black and white to a scale of reds, gives new energy to the brand, making it ever closer to the world of food.
This is how the new identity of Menumal was born, an original and modern face that accompanies him on his journey towards innovation in the world of food, where each menu does not represent a detail but the essential ingredient to create small and great daily revolutions.
