As a leading player in China’s chain restaurant industry, Zhang Liang MaLaTang has built a strong market presence with nearly 6,000 stores worldwide, thanks to its fresh ingredients, unique flavors, and high-quality service. However, as the dining market became increasingly competitive, the brand faced three key challenges:
To address these, Zhang Liang MaLa Tang partnered with Labbrand to launch a comprehensive brand visual upgrade initiative. The goal was to create a younger, trendier, and more dynamic brand image across its 6000 stores worldwide, by refreshing its brand identity, visual system, and store design.
Under on-site observation and deep collaboration with the Zhang Liang team, Labbrand explored key markets, including Mainland China, Singapore, and North America. The invaluable regional insights helped uncover how the brand expressed its distinctive appeal that resonated across global customers.
At the heart of the new identity was the Chinese character “Liang,” drawn directly from the brand name and transformed into a distinctive visual signature. Its rounded, water-drop-like form evoked the melting process of various flavors and ingredients. The vibrant orange-red color further captured the richness and warmth of Mala Tang itself, serving as a strong sensory cue that communicated flavor and warmth at first glance.
Together, these elements translated Zhang Liang’s sensory appeal of a Chinese culinary experience into a visual identity balancing flavor, freshness and quality. Besides its distinctive presence in the competitive Mala Tang category, the identity effectively captured the essence of a distinctive Chinese culinary experience to be understood across global markets.
Beyond the VI system upgrade, labbrand crafted a comprehensive brand experience across the entire consumer journey. It begined with the first moment of recognition, from the orange-toned storefronts and contemporary advertising, continued into the restaurant environment through cohesive interior design and tableware, and was completed with the takeaway packaging. The identity was further extended across digital and mobile touchpoints, creating a consistent and recognizable experience wherever consumers encounter the brand.
Labbrand also developed additional brand assets, including takeaway electro mobile and canvas merchandise, inspiring the brand their full potential for long-term development made possible by the new identity.
This project was not simply a visual refresh, but a real, practical application rolled out across Zhang Liang MaLa Tang’s 6,000 outlets worldwide.
By integrating visual identity, spatial design, and brand experience, Labbrand transformed the brand identity from a visual asset into a consistent experience across multiple touchpoints. The result is a globally consistent and highly recognizable brand identity which greatly elevate its brand image and leadership across the globe.
About Zhang Liang Mala Tang
Founded in 2008 in Harbin, China, Zhangliang Malatang was built on a simple yet powerful belief: delivering sincerity and passion in every bowl and offering a trustworthy dining experience. After nearly two decades of rapid growth, Zhangliang Malatang has become a leading dining brand, operating more than 6,000 stores worldwide, with a presence across all 31 provincial-level regions in China and over 20 countries and regions overseas. The brand adopts a diversified operating model, including company-owned, franchised, and joint-venture stores. Anchored by its freshly simmered beef bone broth, Zhangliang Malatang pioneered the “one pot, one boil” cooking method. Supported by standardized production processes, this approach enables a highly replicable chain operation system. The brand is committed to becoming a key ambassador of Chinese flavors and a trusted long-term partner.
About LABBRAND
Founded in 2005 in Shanghai, LABBRAND (朗标) is a leading global brand consultancy. Headquartered in Shanghai with international offices in Paris, New York, Singapore, and Kuala Lumpur, LABBRAND leverages deep expertise in Naming, Strategy, Research, Design, Branding, and Innovation to deliver precise brand solutions for clients worldwide, helping them drive brand innovation and grow brand equity in a constantly changing business environment. As a trusted partner in brand innovation, LABBRAND has been recognized by top global media and awards bodies, winning 70+ international honors, including iF, Red Dot Design Award, London International Awards (LIA), and Transform Awards (Asia, North America, Europe).
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