INFO

© 2015

Branding + Illustration

MADBEEF

CLIENT

Iqbal Hakim (Boo) & Helmy Nizam (Kimy)

DELIVERABLES

Art Direction

Brand Identity

Merchandise

Social Media Post


TOOLS

Sketch

Adobe Illustrator 

ESSENCE

MADBEEF is a power project that holds dear to the heart of Mighty Harbour Studio’s dons, Mohd Helmy Nizam (Kimy) & Iqbal Hakim (Boo). It all stemmed from the desire to defeat the prevalence of ‘HATE’ culture in the local brands industry. The name is a declaration of their anger “MAD” about all the beefing “BEEF” that they have stood witness for.

The tagline “BEEF IN BEEF OUT” emphasized their stance against any and every form of beefing. MADBEEF is determined to safeguard and champion Malaysian talents to the world.

In an effort to do this, they will continuously release their products for sale, online and at their HQ.

GOAL

Quirky, fun & dripping with LOL-like quality that would make Deadpool clutching his sides.

UNRAVELLING

Initially having a mascot of a cheeky chef armed with a butcher’s knife, slaying all the “beefs” within his wake but like all the greats, the chef’s power evolves to include pop culture references, contemporary quirks and all that is hip and happening.

DELIVERABLES

Art Direction

Brand Identity

Merchandise

Social Media Post


TOOLS

Sketch

Adobe Illustrator