Full of flavour

Inspired by Justin, Dan Hong and Oliver Hua’s travels through Malaysia, Singapore, Hong Kong, Taiwan and Vietnam, MuMu brings together the playful spirit of South-East Asian street food with an upbeat, energetic dining experience.

The identity needed the same sense of freedom. A loose, dynamic visual language reflects the phonetic playfulness of the MuMu name, while a strong square format gives the identity a bold and consistent foundation across collateral. Colour, typography and graphic elements could move and adapt, giving the brand plenty of personality without losing its recognisable shape.