When we first met with Graham and Shane from MOOR to discuss their creative needs, we instantly realised this was going to be an exciting project. Not only were they creating an exciting adventure for themselves, when describing the finer details they were aiming to offer in their new cafe, we could see they were both very passionate about their journey.
Having found residence in a property whose previous tenants had not lasted long over many years of different cafe's, we knew this was going to be a great challenge. Knowing the history of the property, we wanted to create an identity that would stand the test of time but also look as though it already had. By designing a logo that had a classic restaurant persona with a weathered appearance would aid in creating this identities welcoming presence in the community.
Once we knew exactly what MOOR would be presenting for their dining experience we researched many regions in Europe and the Middle East that matched their description. We then dove further into researching typography and letter forms from each of these regions and hand sketched two initial logo designs that would represent the varied approach to their taste in food and drink.
Once the logo direction was chosen we focused on creating the hand sketched design into a digital element to be used on menu's, cards and other promotional items.
Once the digital file completed we then experimented with paint and brush strokes to create letter strokes that may have been taken by elder practitioners of Signwriting. These tests with paint strokes were then scanned in and masked out within the letter shapes to create a digital weathered effect.
We then chose a sandstone paper stock for all of their print materials to give their brand an even more aged appearance.
The next step was to replicate the weathered design in it's true form. We proceeded to hand paint the logo design on the glass of two large wood framed glass doors. The logo was painted to match the weathered brush strokes we initially created within the logo. This was also created on an exterior wall. Using the initial brand goals we set, the weathered lettering effect can be seen on the hand painted signage, menu's, business cards and loyalty cards.
The MOOR brand is a true mix of traditional applications merging with modern practices that have all been produced in house by one creative studio. Nothing was outsourced for this project apart from printing the menus and cards.
We really love working with people that are passionate about their own craft. MOOR's passion instantly gave us a common bond when we began working with them. They could see we would offer something great for their new venture.
The guys at MOOR were the perfect accompaniment to our creative passion. Their dedication to keeping things interesting in the flavours they present in their food and drinks is great to witness and so good to discuss with them. You really get a sense for their dedication. Just ask them yourselves, you'll enjoy every minute chatting with Graham and Shane and discover how passionate they truly are about providing the best possible service to you... and the coffee is great!