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MIMI MEI FAIR: CHANGING MAYFAIR’S CHINESE CULINARY LANDSCAPE

LSL Capital approached us to develop the name and brand identity for their Chinese restaurant, Mimi Mei Fair. Set over three floors, the restaurant is nestled in two townhouses on Curzon Street, Mayfair and comprises three dining rooms, a private room and bar. We needed to build a brand and narrative that would resonate with their clientele, wherever they are in the world.

We worked with LSL to create the brand name, brand strategy, visual brand identity and website design.

A MODERN EXPRESSION OF CHINA'S CULINARY ARTS
As well as a charming name, Mimi also means secret in Cantonese so we set about developing her persona – Mimi becoming the keeper of Chinese culinary secrets and the restaurant, her London residence and an elegant, charismatic modern expression of China’s culinary arts.

Our hand-drawn logotype blends humanist construction with classical proportions, contains echos of art-deco influences and possesses an understated flair. The result is a logotype perfectly suited to settings where elegance and charisma are not overshadowed by friendliness and charm.

Our wordmark was inspired by Chinese Feng Shui coins and symbols of good fortune which traditionally denoted prosperity and good luck. Our design incorporates a graphic peony that also symbolise prosperity and good luck as well as love and honour.

Our floral patterns are inspired by antique Chinese rugs and Art-Deco artworks. These were then applied to carefully constructed leather menu covers with inset panels, perfectly foiled in multiple colours.

Our illustration for the Moon Bar menu c0ver sees the mythical Jade Rabbit flying across the face of the moon where he lived, creating the elixir of life.

OPENING IN THE UAE
This spring saw Mimi Mei Fair bring its brand of Chinese culinary art to Dubai in and exciting move towards creating a global restaurant brand in key strategic markets.