MOYO
Brand ID
Design Brief​​​​​​​
Company Description:
We are a restaurant chain that provides meals inspired by African cuisine. Our target audience is health-conscious men. We want to convey a sense of eagerness, while at the same time being realistic. 
Job Description:
You must create the total branding package. This includes creating an appropriate brand name, a consistent visual system, and of course a great logo. If there is extra time I would like to have a stab at creating a landing page.
Deadline:
7 days.
Video
I documented the design process! Click the image to check it out:
Name
Moyo translates into "heart" or "soul, creating a sense of warmth and authenticity. Moyo describes how customers should feel when they see the logo, look through menus, and of course when they enjoy the food.
Color Palette
The color palette was inspired by the restaurant's target audience, ambiance, food choices, and overall branding strategy. Some suggestions based on the design brief and initial research found warm earthy tones, as well as bold and vibrant colors, served as good options.
MOYO's color palette was determined by combining the colors from an image of an African sunset with ones that represent health and cleanliness. This represents the healthy, African-inspired food MOYO serves to their customers.
Logo
This needed to be distinctive enough to be memorable and simple enough to describe to others. We wanted it to signal the brand's concept and idea but usable on products, marketing materials, and other brand products that would follow. 
The red-yellow gradient was inspired from an African sunset captured in camera, while the green and white colors compliment the gradient and represent the healthy approach MOYO has taken on traditional African cuisine. 
The entire logo represents the balance of tradition with a healthy approach, creating a whole, well balanced, experience for everyone who walks through MOYO's doors.
Visual System
MOYO wants to show they value tradition and appreciate their roots, but also recognize the importance of knowing their customers and keeping up with modern trends and tastes. 
Bold colors, striking designs, complex graphics, and real images of food are brought together to represent the MOYO way. 
MOYO has taken a bold step to marry a modern twist to traditional African cuisine. Their flavors are striking and complex - perfectly representing the level of mastery that is given to each dish.
 MOYO Brand ID Visuals

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