Masak Restaurant

Restaurant Brand Development

November 15, 2012

Masak is a Singapore-influenced restaurant by chef/owner Larry Reutens located in the heart of New York City’s East Village. A Singapore native based in New York, Chef Reutens (formerly of Aquavit, Tasting Room, and Alias) interprets traditional Singapore fare, with locally and seasonally sourced produce.

The name “Masak” in Singapore means to cook, but also draws from “Masak Masak” which is to play at cooking. This light-hearted and casual approach to cooking is seen throughout the restaurant and much of the brand feeling was inspired by a series of traditional Singaporian cookbooks created by Larry’s grandmother. This look and feel was cohesively extended throughout all collateral materials including the restaurant menus, website and even the beautifully gold leaf gilded window signage installed by sign guurus OK Mitch. Project 13 also created a unique and iconic Merlion to represent the restaurant. Based on the mythical creature with the head of a lion and the body of a fish, the Merlion is a mascot and national personification of Singapore. The fish body represents Singapore’s origin as a fishing village when it was called Temasek, which means “sea town” in Japanese. The lion head represents Singapore’s original name — Singapura — meaning “lion city” or “kota singa”.