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Asher Sarlin
Má Pêche

Má Pêche by Asher SarlinMá Pêche by Asher Sarlin


One of four restau­rants in New York, NY, from Momo­fuku, a crit­i­cally acclaimed restau­rant group by chef David Chang based in New York with mul­ti­ple loca­tions in Aus­tralia and Toronto, Canada. Momo­fuku has also pro­duced sev­eral cook­books, and releases a quar­terly jour­nal with McSweeny’s called Lucky Peach.


Momo­fuku approached me to cre­ate an iden­tity for Má Pêche, their restau­rant in the Cham­bers Hotel in Mid­town Man­hat­tan. The goal was to retain the brand’s min­i­mal style while push­ing it into a more cre­ative and play­ful space within the typ­i­cally con­ser­v­a­tive con­text of Mid­town. Ulti­mately the cre­ative brief extended to a refresh of the iconic Momo­fuku peach, to be used on future mate­ri­als across their restau­rants and gen­eral brand­ing (social, web, etc).


Upon research­ing the his­tory of mid­town Man­hat­tan, I found the Museum of Mod­ern Art, par­tic­u­larly in its hey­day dur­ing the early and mid-twentieth cen­tury, to be the per­fect com­bi­na­tion of cre­ativ­ity and sophis­ti­ca­tion to infer Má Pêche’s iden­tity. Ref­er­enc­ing the block type of early twen­ti­eth cen­tury prim­i­tivism, the min­i­mal color and shape com­bi­na­tions of Ellsworth Kelly and Jean Arp, and the imper­fect, tac­tile qual­ity of Andy Warhol’s silkscreens, my solu­tion was intended to marry the cre­ativ­ity and con­fi­dence of David Chang with that of past artis­tic vision­ar­ies cel­e­brated in Mid­town. Ulti­mately the Má Pêche peach mark itself has been extended to gen­eral Momo­fuku print and web branding.

In our very first meet­ing with Asher, we nar­rowed down the visual iden­tity of Má Pêche. His main goal was to under­stand the ethos behind the restau­rant, even though he already had a very strong under­stand­ing of what Momo­fuku, as a com­pany, and David Chang, the owner, were all about. We knew that we wanted to evoke the era when mid­town was the cen­ter of New York City and tap into the nos­tal­gia of midtown’s hey­day. From all of this knowl­edge, Asher took influ­ences from the Golden Era of mid­town, and cre­ated a visual iden­tity that we would have never been able to come up with on our own. Through design, he helped us artic­u­late and for­mu­late the iden­tity of our restau­rant.  — Sue Chan, Pub­lic Rela­tions and Mar­ket­ing of Momofuku

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