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VOL I
TARA
first Statement
of Intent
B
R
&
Mamak Lorong
MAMAK LORONG is a self-proposed
brand identity project in regard to a
Mamak stall located in a small alley in-between a Taiwanese bubble milk tea shop and a language study center in SS15 area, Subang Jaya, Selangor, Malaysia. This project is inspired by the power of the business itself that gained mass popularity and trust for being called ‘Lorong’, ‘JS Mamak Lorong’, or ‘Lorong’ without even having a proper name, branding, and even store building. As the kedai that is homegrown by mere public relations, Mamak Lorong have never been intentionally advertised before, only to be promoted by some local media reporters due to its recent popularity
The deliverables of the brand tend to be
‘less-fancy’ as much as possible, because the brand’s core values are to be economy, simple, fun, and nocturnal. Menu, for
example, will not be printed –instead, painted on the wall. Meanwhile, adapted from the modern table call system, Mamak Lorong’s table call system is in form of stickers; made with pride of local Mamak culture. No electricity, just mimicry.
B
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&
2020 © Elfina Joewonowati
First Date
Finally
First Date Vol I: 她 Tara
Up Next
顺其自然 Whatever Will Be
Finally
Intro: Belum Terlambat
Finally
Navigasi
Finally
Cengkerama
Finally
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