About XLL Hotpot
XLL MalaHotpot is a local mala chain known for its generous portions and intense flavours, but its long name and generic identity kept it from standing out. Despite a loyal customer base, the brand struggled with recall, personality, and emotional connection in a fiercely competitive market.
The Challenge
Xiang La La had strong product fundamentals - flavour, value, and consistency, but lacked brand firepower. The name was long and forgettable, the visuals lacked cohesion, and there was no emotional hook to make diners remember them.
In Malaysia’s saturated hotpot scene, a strong attitude equals strong recall, and Xiang La La needed both.The Outcome
The rebrand turned XLL MalaHotpot into a personality-driven food brand that Malaysians could connect with, remember, and share.
- +60% increase in brand recall after the rebrand
- 3x more social shares through the spice-level mascot system
- +20% customer traffic within six months
- Achieved clear market differentiation through attitude, emotion, and design consistency
Our Approach
Foxar Athon led a full rebrand that injected energy, personality, and a distinct cultural flair into the brand.
- Name Transformation: Shortened the name to XLL MalaHotpot - concise, punchy, and memorable.
- Spice-Level System: Built a five-tier spice chart, each level personified by its own mascot, from calm to chaos - turning heat levels into personalities.
- Brand Story & Tone: Crafted a voice that celebrates boldness, attitude, and playfulness, echoing the spirit of spice culture.
- Visual Identity: Designed a dynamic look: bold reds, expressive typography, and quirky icons, creating instant recognition and strong shelf appeal.
- Social Experience: Encouraged diners to share their spice level “alter egos,” driving virality and brand engagement.
