MØS Gastronomic Smart & Casual

Before designing MØS, a Nordic restaurant in Moscow with Scandinavian cuisine, Backbone Branding truly wanted to dive into the traditions and philosophy behind the brand. This required a deep understanding of the essence of the brand, including the Nordic way.

“The main approach of Nordic is everything natural – expressed in wholesome food, light and cozy interior and a healthy lifestyle. So the composition in the brand identity is constructed of the elements taken from the nature itself. The deeper we immersed the most we caught the essential of the brand in Nordic direction – minimalism and the simplicity without any complications. Stylizing the nature in the design, we got four main variations of using the brand identity: the belt, free composition, the pattern and the big simple element. Placing them on the brand medias in minimalistic way we played with the compositions, giving them different dispositions and keeping them maximally simplified. Technically, we have made the brand elements flexible and able to be used as a pattern or as a big fragment, wherein not violating the identity mood. One of the main identity elements are the black and white colors the whole brand is kept in.”

MØS embraces the sleek, natural elements of Nordic design without going to bare or minimal. Small details tie everything into the bigger picture,  allowing the brand a level of flexibility with what they offer in the restaurant in the future. Cork and wood lend a bit of an earthy feeling, an indication of the more wholesome food offerings they have, while the black and white keep the look straightforward and pure.

“Keeping Nordic minimalism in each detail, even the crockery was specially designed for MØS brand. Generalizing all specifications, this brand operates successfully, being highlighted in lots of publications and has become a unique, memorable and beloved place for the guests. Celebrating the Nordic style, MØS restaurant became a strong character brand with its own traditions, and simple in perception for people appreciating the value of nature and healthy lifestyle.”


Designed by Backbone Branding

Client: “Nordic”

Country: Armenia