Process
Brand Assets
Concepting
Moodboarding
Manifesto
the student body’s dining room.
Not dining hall — room.
Like in a family home.
Primary Logo
Secondary Logos
Packaging System
Stickers to indicate what is inside standard packaging
Fixed assets:
Bigger bags have room for items inside to be written on, while special seasonal menu items are presented in containers with a clear top.
Customizable to order:
Menu Design
Posters around campus
Tri-fold printed menu for browsing at Moe’s locations
Pain-point
Classes at SVA happen in the same 3-hour blocks throughout the day. Moe’s crowd is condensed in the same 30-minute break blocks throughout the day. As such, Moe’s is often not a reliable option, especially for students that travel between campus buildings in the same 30-minute block to catch their next class.
Solution
Ordering ahead would allow Moe’s to prepare orders before classes end. Students can pick orders up as soon as they get out of class, or at the campus location where they are headed to.
© 2023 Ivana Wirawan
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Moe’s
Branding
Overview
Moe’s, SVA’s campus cafeteria is gross and dark. Here, we transformed Moe’s into a cozy dining room (like in a family home) with a fresh rebrand.
Guided by
Joe Newton
Duration
3 Weeks
Tools
Figma, Adobe Illustrator, Adobe Photoshop
