Endless Challenge : M.A.L
MAL COFFEE BAR’s branding is inspired by climber Marc-André Leclerc and the spirit of challenge. The vast, shifting desert dunes became the visual metaphor, shaping its interior and packaging design. A café that stands as an identity of its own - MAL COFFEE BAR.
Season Collection Concept / Material A minimalist architectural of a modern display setup, featuring stone and concrete structures arranged artistically, with multiple levels to place objects.
MAL COFFEE BAR's branding journey began with the image of Marc-André Leclerc, a pioneering climber known for his fearless solo ascents. His relentless pursuit of challenges sparked the idea of exploring the role of "challenge" in our lives-how it shapes us, the process it entails, and the outcomes it brings.
Through deep reflection, we visualized "challenge" as towering sand dunes in the desert—vast, ever-changing, shaped by nature's forces, and seemingly endless. Just as climbers traverse harsh landscapes, pushing themselves beyond limits, we saw this as a metaphor for the pursuit of meaning through adversity. This concept became the foundation of MAL COFFEE BAR’s identity, influencing not just the branding but also the interior design, stationery, and packaging. The story of Leclerc and his connection to raw, untamed landscapes guided our creative direction, reinforcing the idea that the café is more than a physical space—it embodies a distinct persona. This vision is reflected in the latest coffee packaging and product photography. The interplay of rising and setting light, the stark vertical structures, and the carefully placed elements all echo the essence of challenge and resilience. When design becomes inseparable from the narrative, it creates something truly meaningful and visually compelling.
