Project 05
Mifan
Brand Identity, Menu Design, Packaging Design
Project Brief
Mifan is a modern light food restaurant built around the Chinese word "mǐfàn" — rice. The name bridges cultures through sound and meaning, and the brand needed to match: culturally rooted, but fresh and accessible enough to welcome a new generation of diners across poke bowls, burritos, sushi tacos, and fresh juices.
Duration
2 months
Stack
Adobe Illustrator, Adobe InDesign
Services
Brand Identity, Menu Design, Packaging Design
Full brand system live at restaurant opening
Menu design reduced order time by an estimated 20%
Brand identity shared widely on local food social media
Project Overview
The restaurant concept was genuinely new — a fusion dining format that didn't fit neatly into any existing visual category. The brand couldn't look like a Chinese takeout, a poke chain, or a fast casual burrito spot. It needed its own language.
Our Approach
We anchored the identity in the duality of the name itself: the precision of rice culture paired with the looseness of cross-cultural fusion. The visual system uses clean, confident type with warm earthy tones and subtle references to East Asian graphic traditions — modern enough to feel fresh, considered enough to feel genuine. Menu layouts prioritized clarity and appetite appeal, with a hierarchy designed to guide first-time visitors through an unfamiliar format with ease.
What the Client Says
"The identity captured exactly what Mifan is — culturally honest, fresh, and fun. Customers comment on the branding constantly."
