Mamachi: Blending Cultures, Crafting Experiences

ClientMamachi

CountryMalta

Year2024

Objective.

Building on our success with Blok Foods—a group of F&B businesses—where we developed the brand creation and strategy for Mondo and rebranding The Greenhouse, the investors turned to Steves&Co. with an ambitious new project: to create a unique dining experience that combines the vibrant flavours of Japanese and Peruvian cuisines. Tasked with naming and crafting their brand from the ground up, we were entrusted to create a memorable name, a distinctive brand identity and establish a winning communication concept within Malta’s competitive dining and entertainment scene, whilst positioning Mamachi as a culinary destination.

Approach.

We began by carefully crafting the name – Mamachi, which symbolises the harmonious fusion of the two rich cultures. The name was tested for memorability and easy pronunciation, and resonated with the brand’s vision of creating a welcoming and inclusive dining experience.

Next, we set onto creating an intriguing symbol inspired by our cultural research and spotted a great opportunity with a cultural common factor with both the Japanese sun symbol and the Inca Sun God, fusing their forms into an eye-catching icon, bringing our unique brand story to life in a captivating golden 3D format – a first within the local market. The visual identity extended beyond the logo to a vibrant colour palette: Chairo, Shiro, Aztec Azul, and Rich Morada, each carefully chosen to reflect the brand’s modern yet authentic personality and energy. 

In our early discussions with Mamachi’s investors and management, we quickly understood that our goal was to effectively capture and convey the vibrant energy and ethos that would set Mamachi apart. Through conversations with the founding team, we uncovered a concept deeply rooted in a fascination with diverse culinary traditions, a passion for elevated dining experiences, and a belief in sharing fun, style, and creativity with a wide range of guests. Every name, word, design, and development decision was shaped by this meaningful, personal insight.

This identity was consistently executed across all branding materials, from signage to menus.

To effectively communicate the brand’s message and engage with the target audience, we developed a comprehensive marketing strategy. We established a tone of voice that was both inviting and sophisticated, emphasising cultural exploration and ensuring that the brand’s messaging resonated with discerning diners. Additionally, we crafted the tagline, ‘Japanese Finesse. Peruvian Fire.’, that perfectly captured Mamachi’s philosophy.

In tandem with these efforts, we designed and developed Mamachi’s website, which featured intuitive UX/UI to ensure smooth navigation, encourage reservations, and showcase the restaurant’s offerings through a visually compelling interface. Every element, from motion graphics to social media content, was crafted to immerse users in the world of Mamachi.

By incorporating these elements, we ensured that the brand’s messaging was delivered in a visually impactful and engaging manner, positioning Mamachi as the must-visit and experience culinary destination.

Impact.

Our holistic approach led to substantial positive results for Mamachi. The brand’s identity established Mamachi as the go-to destination, setting it apart in the local restaurant scene and drawing interest from potential patrons. Paired with exceptional flavours, an array of delicious dishes crafted by their skilled kitchen and service teams, as well as creative cocktails and enjoyable drinks, the cohesive branding and targeted marketing strategy significantly boosted brand awareness. This, in turn, drove customer engagement, increased footfall, and reservations, ultimately resulting in a notable rise in customer acquisition. Overnight, Mamachi has become synonymous with a dining experience that fuses two cultures, captivating both locals and visitors alike. Positive reviews and word-of-mouth recommendations further solidified the brand’s reputation.

Need info? Chat with us.