Moxie's
Services: Brand Strategy, Brand Identity, Interior Concept
Brief
Moxie’s is a well-known casual dining chain in Canada, offering a modern yet mainstream dining experience. The goal of this luxury rebrand is to elevate Moxie’s into a premium dining and cocktail experience that competes with high-end steakhouses and fine dining establishments. The new brand identity should reflect sophistication, exclusivity, and refined taste, appealing to a luxury-conscious clientele.
Solution
I developed a brand identity that transforms Moxie’s into a sleek and luxurious dining destination. With a rich, moody colour palette, elevated interiors concept, and premium branding, Moxie’s creates a high-end dining experience. Plush velvet seating, soft ambient lighting, and elegant branding details add to the exclusivity, making it the perfect spot for elevated nights out, business dinners, and social gatherings with a touch of luxury.
Logo Concept
I crafted a sleek, minimalistic logo that combines refined typography with subtle elegance. A touch of brushed gold or embossed detailing elevates the brand’s presence across menus, signage, and packaging. The design ensures Moxie’s stands out as a sophisticated destination while maintaining a sense of warmth and luxury.
Colour Palette
I developed an elegant palette featuring deep jewel tones, warm neutrals, and metallic accents. This combination creates a modern yet classic aesthetic that enhances the ambiance and brand presence.
Conclusion
Rebranding Moxie’s taught me the importance of balancing luxury with approachability to create a seamless high-end experience. Every detail—from interiors to print and packaging—had to work together to reinforce the brand’s refined yet inviting identity.
Throughout this project, I used Adobe Illustrator, Photoshop, and InDesign to develop the brand visuals, along with free stock photos to bring the vision to life. This process reinforced how thoughtful design choices can transform a well-known brand into something more elevated, cohesive, and immersive!
