MAAD is a branding project for a fast-food truck serving Japanese noodles combined with American cheese. The concept was inspired by African-American rapper Kendrick Lamar, whose visual language is strongly influenced by Japanese culture, bringing together Japanese design and American rap aesthetics.
The visual language combines Japanese calligraphy with graffiti references from hip-hop culture, expressed through fluid abstract forms symbolizing noodles and melted cheese. A red and gray color palette reinforces the energetic, fast-paced character of the brand.