OVERVIEW

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Double Mala Tang is a Chinese mala tang restaurant located in Flushing, Queens. As their design and social media intern, I helped rebuild their brand identity from the ground up—crafting both their online presence and physical customer touchpoints. The goal is a  that feels fun, bold, and vibrant, reflecting the authentic and the modern

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CHALLENGE

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• Existing materials were inconsistent and did not reflect the vibrant experience.

• Social media has inconsistent visuals and little engagement

• Needed to balance traditional Chinese cultural aesthetics with a modern, appealing look that resonated with both local and visiting customers.

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PROCESS

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• Researched Mala Tang culture and local restaurant competitors 

• Built a cohesive brand identity system with lively colors, expressive typography, and playful visuals to capture the restaurant’s personality

• Created branded print and digital assets including menus, postcards, and business cards that reflected this energetic identity

• Ensured cross-platform consistency by applying the new identity across all customer touchpoints.

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OUTCOME

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• A refreshed identity that feels fun, bold, and vibrant, aligning with the dining experience and cultural roots

• Increased social media engagement (up to 67% engagement across Instgram and Facebook)

• Established a design system the restaurant can continue to grow with as they expand