MO de Movimiento wanted to create a brand around a project that was sustainable in the extreme. The project is a cosy restaurant built in an old theater that uses recycled materials from the space. All the staff are in a moment where they find themselves at risk of marginalization, the ingredients are the highest quality, locally sourced and organic products and the interior design and furniture are created to exude sustainably down to the smallest detail. We were asked to create a brand that represents all this and also opens doors for future projects.
Our proposal speaks to sensitivity as a core value. We don’t want to raise awareness, we don’t want to educate anyone about sustainability. We decided that the brand should speak for itself, a sensitive body that reacts to its environment and circumstances.
MO doesn’t need to raise awareness or educate anyone about sustainability. It speaks directly and raw about what they do, without embellishments and pretensions. This drove us to a brutalist language, which is also aligned with the cultural consciousness of the audience in which MO wants to be reflected.