The Moxies Story

Surrounded by strong competition in the premium-casual restaurant category, Moxies approached us to help transform its story and image to better resonate with discerning diners across Canada and the USA. Working closely with the brand's leadership team and franchisees, we developed a new Brand Story that clarified Moxies' position as a contemporary space for those who value great food and friends, but didn't want to feel like they were at a nightclub or a restaurant designed for kids. We then overhauled the brand's identity and design system to reflect a modern, approachable aesthetic that reinforced quality without feeling pretentious.