Mắm is a Vietnamese bar and restaurant on the hip All Saints Road, a hop and a skip from Portobello Road.

Mắm is an innovative new Vietnamese Barbeque concept from the talented team behind Salvation in Noodles (SIN). And we were commissioned not just to dream up the interior look and feel, but also tasked with designing the entire visual identity of the F&B brand. From the main signage and menu box to the table menus and layer upon layer of hand-crafted in-venue graphics, art and wayfinding.

The street entrance space boasts a sleek concrete sit-at-bar serving cocktails and a full range of wines and spirits. Adding a welcome new place for W11 bar hoppers to prop.

The front area of the bar has a can-we-sit-there circular table for groups to enjoy cocktails and watch the world go by through the large picture window onto the street. The round table has a full sized banana tree rising up through the centre. The main bar space also has lots of cozy and intimate booths for dining.

The back dining room is quite literally bathed in light. So much so, that our design called for the addition of softly draped ceiling fabrics to diffuse the light and sunshine. The space is beautifully airy and has a flexible selection of dining table formations to accommodate groups, sunday brunchers, couples and families.

We developed a range of original illustrations for the Mắm brand and then fell in love with the idea of using them to create a bespoke wall mural for the dining room. Once the wallpaper was in situ, we decided to add an extra 3D twist, by layering some framed screen prints, which morphed in and out of the mural design. Each framed art piece was created especially for Mắm’s inaugural venue.

We never neglect the design of the powder room and had lots of fun creating gorgeously moody and instagrammable bathrooms. With botanical prints on the walls and atmospheric, low level lighting.

Our graphic design covered every imaginable customer touch point covered. From stylish menu designs, original art and promotional materials to prettily designed hand wipes and drinks coasters. We used hand painted, subtle wayfinding, and for the eagle-eyed, carved the brand ID discreetly into the bannisters and hand rails.

We then took the brand online, and created a simple one page website, bringing MAM to life online. Nothing fancy, nothing complicated. A simple ‘looky looky’ website designed to whet the appetite and to cope smoothly with image-rich content, optimised for speedy loading, smooth animations and easy bookings. Welcoming people online and inviting them to come down sometime soon.

www.mamlondon.com