Legends of Zhang
CLIENT: MAMAGOTO RESTARAUNT
Mamagoto is a chain restaurant under the Azure Hospitality Group located in New Delhi, Gurgaon, Mumbai, Bangalore and Chennai. It has a Pan-Asian menu and optional take away. This project was for an exclusive menu that they introduced to promote their fusion recipe dumplings.
Mamagoto literally means “to play with food” in Japanese. The theme when it comes to their interior and branding is born out of the idea of making eating Asian food fun. To make the brand experiential and social, it creates a relaxed and casual atmosphere where affordable Pan-Asian fusion cuisine combines with a quirky décor.
The menu illustrates the life stories and recipes of the legendary master Zhang who created the first dumplings as we know them. He travels around around Asia and encounters various experiences along the way that inspire his recipes.
The art style for this menu was heavily inspired by the multilayered graphic work of the great Tadanori Yokoo. In the mid-1960s, he carefully selected iconic elements from both western and eastern art to create a visual dialogue representing the synthesis of East and West. Since Zhang was travelling around Asia during that era, his story has been documented with a similar sense of vibrance and imagery.