MAMAHUHU
Art Direction / Design
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A new American-Chinese expression paying homage to Chinese take-outs
by Michelin-starred chef Brandon Jew
by Michelin-starred chef Brandon Jew
Naming
MAMAHUHU is a well-known Chinese idiom that literally means “horse horse tiger tiger,” but figuratively translates to “so-so.”
It is a quirky and mishmash of sounds and meanings that may not be understood by most but always elicits a chuckle and a hint of intrigue. To us MAMAHUHU is catchy and slightly askew, contributing to the playfulness and lightheartedness with which we approach our work. In its statement of mediocrity we reinforce our belief that the hard work and effort we put into MAMAHUHU is nothing to brag about. Holding a high standard is just the way it ought to be.
Ideation
Color Palette
Logo Lock-ups
...and a bit of play on Logo
Graphic Application
MAMAHUHU / 馬馬虎虎
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MAMAHUHU is a fresh, new expression of the culinary tradition people love most: Chinese-American. We are built around the idea that food brings people, communities and cultures together through the joy of shared tradition. Chinese-American food is a perfect example of that; a cuisine that has its origins in China and its evolution in America, bringing vastly different cultures together into a single space of sharing. We fell in love early on with dishes whose bright colors and powerful flavors brought excitement, comfort and adventure. MAMAHUHU continues that same tradition by offering thoughtful new expressions of classic Chinese-American dishes are not only fun and absolutely delicious but also nourishing and healthful.
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MAMAHUHU, 2019 | San Francisco
Art Direction + Design / Tsan Yu Yin
Production / Ben Moore, Anmao Sun
Interior / Studio BBA
Photography / MAMAHUHU, Studio BBA
Source: "Stow Lake and Strawberry Hill" Postcard — from Cardboard America
