Conceived as the Middle East's antidote to McDonalds, Mum Mum is an healthy, locally-sourced, play-based and kids-only restaurant experience designed with the aspiration to franchise globally.

The client wanted to capture the quirky sub-culture of children in the Middle East and the hybrid mix of languages that have led to unique ways to referring to all things food. Everything from the name to the experience at the restaurant physically limited access only to children makes for a promise of a movement.