The future is created everywhere, even at the table.
For this project, we jumped on board a story of change and boldness—the story of those determined to make a decisive entrance into the restaurant industry, turning an idea into reality at lightning speed.
Menumal was born from the ambition of a group of young innovators eager to make the food industry more sustainable. To do so, they developed software technology that revolutionizes digital menus, making them beautiful, intuitive, and, most importantly, eco-friendly—a brilliant solution that doesn’t just hit the target but strikes three with a single shot.
The desire to create a positive impact and the energy of the team are what define the brand—and what won over the jury of Climatico. This initiative, organized together with Siamo Dieci, supports sustainability-driven ventures through branding and video communication strategies. This year, Menumal was the winner.
For some time, Menumal had been looking for a new face to guide its mission, and winning Climatico 2024 became the perfect opportunity.
The main challenge was to refresh the visual identity by creating a mascot that would reflect the brand’s lively spirit while also being reliable and versatile—a character capable of fitting both informal dining spots and high-end restaurants with ambitions aimed at the stars—Michelin stars, of course.
So, we redesigned Mal, the mascot, in a cartoon style, giving it various expressions to humanize it and transform it into a true ally of the team—someone who, like them, serves as 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 characteristic further reinforced by the new color palette. Evolving from black and white to a scale of reds, it injects fresh energy into the brand, bringing it even closer to the world of food.
This is how Menumal’s new identity was born—an original and modern face that accompanies the brand on its journey toward food industry innovation, where each menu is not just a detail but the essential ingredient in creating small yet significant daily revolutions.
