Mulan
A refreshed brand identity for Mulan led to a 4.2× increase in bookings, modernizing its presence while preserving its warmth, familiarity, and local reputation.
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4.2× increase in bookings in the first month
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+28% increase in conversion rate
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+22% increase in repeat customer visits
Challenge
Mulan had built a strong reputation within its local community, but its visual identity no longer reflected the quality and dining experience of the restaurant. The brand felt outdated and inconsistent across touchpoints, creating a gap between perception and reality. The challenge was to modernize the identity while preserving the warmth and familiarity existing customers already valued.
Strategy
We created a cohesive brand system rooted in spaciousness, warmth, and subtle elegance. Inspired by the Mulan flower, the identity uses soft organic forms, balanced composition, and a restrained yet inviting color palette drawn from the restaurant’s interior. Combined with refined typography, structured layouts, and warm photography direction, the system elevates the dining experience while keeping it approachable and authentic.
