「麻佬大 川味麻辣燙」是王品集團新成立的餐飲品牌，以眷村風格、平價美味又實在的四川麻辣燙為主要訴求。在品牌形象設計上，我們創造出對於麻辣燙堅持與執著的角色－麻佬大，主角穿著傳統汗衫、圍裙、脖子上披著毛巾，手持料理麻辣燙用勺子，表現自信、實在與一生懸命鑽研美味的執著，並以強而有力的話語與動作傳遞出對麻辣燙的熱血精神。 文字商標運用眷村常用油漆字為基礎，將辣椒置於『佬』之中，創造出辣椒彷彿置於口中的意象，帶出川味麻辣燙的品牌精神。整體視覺以文字與角色、器具的交互排列，傳遞出品牌的大器、豪邁與麻辣感。
Ma-Lao-Da Sichuan Hot Pot is a newly developed food and beverage brand under Wowprime Group. Base on military kindred village culture, Ma-Lao-Da Sichuan Hot Pot provides lip-smacking but affordable Sichuan style hot pot food.
Ma-Lao-Da, who is wearing a traditional tank top, an apron and has a towel around his neck, is the character that we have created for this brand. Ma-Lao-Da he handles a special ladle for cooking Sichuan Hot Pot, showing self-confidence and putting all efforts with strong wills in cooking delicacy. Also, he talks and acts in a rough yet powerful way, expressing his passion in Sichuan Hot Pot vigorously.
We use the commonly seen paint scrawls in military Kindred Villages as our word mark spirits. By placing a chili drawing in the character ” 佬”(LAO), we try to build an image as putting a chili in the mouth which leads to the brand image of Ma-Lao-Da Sichuan Hot Pot.