A hospitality brand identity built around travel, story and the rituals of Moroccan food.
Al Maghrib needed an identity that could introduce a contemporary Australian audience to the depth of Moroccan hospitality. The brand had to feel culturally grounded without relying on familiar visual clichés, and flexible enough to move from the menu and dining room to takeaway packaging, digital channels and the street.
The opportunity was to make every touchpoint part of the experience: not simply a place to eat Moroccan food, but an invitation to encounter the country through its flavours, rituals, landscapes and stories.
We built the identity around Ibn Battuta’s idea that travel offers “a hundred roads to adventure.” A route line became the organising device: a continuous path that could guide the eye, connect moments and suggest a journey still unfolding.
The custom wordmark is structured from geometric forms but retains the rhythm and character of Arabic letterforms. A warm, earth-led palette gives the system a grounded hospitality feel, while a single red accent adds energy and helps important moments stand out.
Rather than treating imagery as decoration, we used it to carry stories of place. Food, landscapes, architecture and Moroccan traditions became a set of cultural entry points across menus, postcards, social media and the website.
The final system gave Al Maghrib a clear, recognisable presence from first discovery to the in-venue experience. The identity was translated across the exterior, interiors, menus, cultural postcards and a digital experience designed to make the brand feel considered at every scale.
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