Food & beverage / 2024

Lamala

Chinese roots. Indonesian character.

Visual identityTypographyIllustrationBrand guidelines

Eight Lamala promotional poster designs combining food photography, typography, and colorful angular illustrations — Promotional poster explorations — a flexible mix of food, illustration, and type.

Angular illustrations of a dragon, hands, chopsticks, chili, lotus root, bowl, and other food-inspired symbols — An illustration library built from geometric forms and angular edges.

Red Lamala Halal Mala Area poster alongside an A-frame signage mockup — Poster and A-frame signage mockup.

A chili illustration transformed into a repeating batik-inspired motif — From ingredient to identity — the chili forms a batik-inspired repeat, connecting mala with Indonesia.

Lamala window graphic mockup on a storefront — Storefront application mockup.

The brief

Reimagine Lamala, a mala restaurant adapted to Indonesian tastes. The owner’s brief called for a 70% Chinese / 30% Indonesian character, distinctive typography, a recognizable palette, and a flexible visual language across digital and physical touchpoints.

My role

Creative direction by Sechan Risyad, with assistant designer Syenna. The project translated the owner’s brief into a visual identity system and application guidelines.

The approach

A playful wordmark anchors a system of angular food illustrations, expressive typography, and concrete textures. A chili becomes a repeating, batik-inspired motif, connecting the restaurant’s mala offering with its Indonesian context.

The result

Delivered logo variants, a six-color palette, typography guidance, an illustration library, a repeat pattern, and visual guidelines. The deck demonstrates the system through promotional posters, stationery, storefront graphics, and signage.

credits — creative direction: Sechan Risyad · assistant designer: Syenna