Branding: The Mad Moose

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Logo and extended branding for Mad Moose pizza restaurant, in Yarraville, Australia.

When a new pizza restaurant opened up in Yarraville, they came to me to design a look for all elements of the store. The pizzas at The Mad Moose are not your normal pizzas — they are left-of-field creations which are both tasty and crazy. Even the name is off-the-wall!

The logo and brand elements reflect this craziness. The illustrative style is a cross between 80s and 90s 100% Mambo designs, and high-end restaurant minimalism.

The lack of colour in the logo itself helps to distinguish it from it’s colourful competitors, and helps it merge with brighter secondary colours in the branding palette such as purple and orange. The colours in the palette are drawn from foods the restaurant uses on its pizzas.

The branding collateral — menus, signage, pizza boxes etc — consistently uses this ‘craziness’ throughout. Even the wine labels make a bit of a mockery of the traditional wine label, looking proper at a distance, but being fun and wonky upon closer inspection.

Overall the Mad Moose brand is a unique and memorable one.