Moni | Restaurant Branding

Moni is a modern and fresh take on Turkish cuisine with an extra sprinkle of Black Sea seasoning. The shorthand for “evil eye” in Lazuri, Moni serves as the titleholder for this imagined restaurant. The Black Sea region of Turkey is home to many people of the Laz background, a community of which my family is a part of. With traditional mouth-watering dishes and an inviting brand, you’ll want to come back for seconds, thirds, and fourths!

When creating a logomark for Moni, I decided upon the evil eye, a talisman that is widely used in Turkish culture. Moni’s logomark is built using the “o” in Sofia Soft. In each ring of the final mark, the “o” has been slightly rotated to mimic the refraction and waviness of glass. This results in the final mark totaling to an organic feeling logo.

Primary (top) and secondary (bottom) logos with tagline

Primary (top) and secondary (bottom) logos with tagline, black & white

Brand book/guidelines

Menus and menu holder

Menu back

The menu holder is a plexiglass acrylic in cobalt blue, acting as both a nod to the original form of the evil eye as well as the brand colors. Etched onto the bottom of the holder is the secondary logo sans the tagline.