Art Nouveau Style Brand Concept of Restaurant Located in Yerevan, Armenia
MAROG Creative Agency - MAMOOR
"The brand concept of MAMOOR restaurant located in Yerevan, Armenia is inspired by the mystical spirit of dense and virgin forests. A greenish mood is created to enhance people’s dining experience in a special and cozy ambiance. The freshness of the design and the chosen colors seem to hit all five senses and make people feel the mystery of MAMOOR.
Why MAMOOR? This is an Armenian word meaning “moss”․ Mamoor, as a soft green plant that grows in a layer on wet ground, rocks, or trees is associated with forests and transmits the special energy typical of a woodland.
The brand name was risky for a restaurant, however the team was conscious about the possible risks and created a comprehensive communication umbrella that made the brand distinctive and strong among its competitors.
Art Nouveau style is the main visual inspiration for creation of the visual brand identity. The logo features a mysterious girl, that embodies the spirit of the virgin deep forest. Other visual brand elements are a stylized tree and its branches which also convey the desired mood.
The same style and spirit are applied for the creation of all the brand items. Moreover, some special characters are designed to liven up the entire visual identity.
Our team has developed a concept for special chocolate boxes for the restaurant’s gift shop. The design of the boxes is based on a wood texture of a tree. The illustrations of ornaments resembling tree branches and the green color transmit the spirit of the mysterious forest. Two types of boxes have been designed, one for dark chocolate and the other for whole hazelnuts.
We have also come up with a concept for а label of pine liqueur bottle on which the mysterious girl and a deer in an immense forest are illustrated.
An unusual matchbox is designed with natural matches inside. Each match is a thin branch of tree, one end of which is coated with phosphorus and potassium chlorate mixture that can be ignited. One of the forest creatures, a green phoenix, is depicted on the matchbox. The matchbox is also designed for the gift shop of the restaurant."
Design Agency: MAROG Creative Agency
Art Director: Varduhi Antonyan
Illustrators: Varduhi Antonyan, Narine Avanesyan
Graphic Designer: Narine Avanesyan
Copywriter: Alla Ivanyan
Photographer: Emin Baghajyan
Brand / Project Name: MAMOOR
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Product Brand Architecture
Design Deliverables: Consumer Branding
Market Country: Armenia
Market Region: Europe
Project Type: Agency Concept / Non Published
Project Category: Confectionery
Packaging Format: Box
Substrate / Material: Pulp Board