Amine Aboudihaj's profile

Mortley | Visual identity

Amine Aboudihaj
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brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
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Mortley Desserts
Visual identity 

Mortley Desserts is a dessert restaurant crafting delicious and visually stunning desserts. From colourful macarons to decadent cakes 

Mortley offers a variety of treats that aim to delight the senses and spark joy in every bite. As Mortley continues to grow its brand presence, it seeks to develop a cohesive and impactful design identity that reflects its creative approach to dessert making and resonates with its target audience.

Industry : Food 
Timeline : 4 Weeks 
Designer : Amine Aboudihaj
Client: Mortley Desserts /  Year: 2024
Deliverables : Visual Identity , Print & Packaging  , Logo design , Social media
‎ 
Research 

Following a comprehensive analysis of the responses gathered from the brand questionnaire, I have embarked on crafting the brand brief. 

This process involves a thorough examination of our competitors, understanding our target audience, and exploring various logo approaches during the ideation phase. By synthesizing this information, we aim to establish a clear and concise direction for Mortley's brand identity, ensuring that it resonates authentically with our audience and effectively distinguishes us from the competition.

brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
Moodboard

Following comprehensive research, I've progressed to defining a visual direction for the Mortley brand, drawing on insights gathered from earlier stages. 

By synthesizing this information, I aim to create a visually captivating brand identity that resonates with our audience. My goal is to craft a cohesive and appealing visual language that embodies the essence of Mortley Desserts, encapsulating its playful, vibrant, and imaginative qualities. This visual direction will serve as the blueprint for our brand's creative expression across various touchpoints, ensuring consistency and impact in every interaction with our audience.
 
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
Brand Personality

Mortley Desserts exudes a playful and imaginative character, reflecting its creative approach to dessert making


Meet Cuppy, the friendly pastry chef cupcake! Cuppy is always adorned with a big smile that lights up the room and brings joy to everyone around. With a fluffy cupcake body topped with a dollop of frosting, Cuppy exudes sweetness and charm.

Cuppy is depicted holding a whisk in one hand, ready to whip up some delicious treats in the kitchen. Their other hand is reaching forward eagerly, as if they're on a mission to discover a new and tasty ingredient to incorporate into Mortley Desserts' delectable creations.

Cuppy embodies the spirit of Mortley Desserts with their warm personality and endless enthusiasm for crafting delightful sweets. 

He's not just a mascot; he is a beloved member of the Mortley family, spreading happiness one delicious treat at a time.
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
Brand Mission 

Mortley's mission is to delight customers with irresistible, colorful, and creative sweet treats that spark joy and bring people together. 

they are committed to crafting high-quality desserts using the finest ingredients, innovative techniques, and artistic flair to create memorable culinary experiences.
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity

Tone of voice 

Mortley embodies a playful and imaginative character, reflecting our creative approach to dessert making.

We communicate with our audience in a warm and inviting tone, inviting them to join us on a journey of flavor and discovery. Our language is friendly, engaging, and infused with a sense of wonder.
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
Color Pallet 

The chosen color palette is a harmonious blend of sophistication and vibrancy, combining the timeless elegance of Alabaster with the fiery allure of Cinnabar.

Alabaster, with its soft and creamy hue, exudes a sense of purity and refinement. This delicate shade serves as the perfect backdrop for Mortley's creations, evoking feelings of sophistication and luxury. 

It symbolizes the pristine quality and attention to detail that define Mortley's commitment to excellence.

Cinnabar, on the other hand, adds a bold and dynamic element to the palette. Its rich and intense red-orange tone infuses energy and excitement into Mortley's brand identity. 

This vibrant color reflects the passion and creativity that go into crafting each delectable dessert, igniting the senses and leaving a lasting impression on customers.

Together, Alabaster and Cinnabar create a captivating visual experience that captures the essence of Mortley Desserts. 

This unique combination symbolizes the perfect balance between elegance and excitement, drawing customers in and inviting them to indulge in a world of sweetness and delight.
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
Visual Identity 

Mortley Desserts' visual identity is a celebration of creativity, quality, and joy. The logo boasts a unique typeface that exudes playfulness, perfectly complementing our brand's character, Cuppy.

Drawing inspiration from a harmonious blend of soft, neutral tones and bold, vibrant hues, our color palette strikes a balance between sophistication and excitement. 

Alabaster, our primary color, embodies purity and elegance, while Cinnabar adds a burst of passion and indulgence. 

Our packaging designs are adorned with captivating patterns, illustrations, and typography, echoing Mortley's values and inviting customers into a world of sweet delights
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
The Challenge 

As a designer working with Mortley Desserts, my challenge involves creating a visually captivating and cohesive brand identity that effectively communicates Mortley's values, mission, and unique offerings to our target audience. 

This includes developing a distinctive logo, selecting a complementary color palette, designing packaging that reflects Mortley's playful aesthetic, and creating marketing materials that engage and delight our customers. Additionally, I need to consider how to differentiate Mortley from its competitors in the crowded dessert market while ensuring consistency across all brand touchpoints. Ultimately, my goal is to help Mortley stand out, build brand recognition, and create a memorable experience for our customers.
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
The Solution 

I've initiated the development of Mortley Desserts' brand strategy by conducting a comprehensive questionnaire to understand the client's needs, values, and mission. 

This process allowed me to craft a brand brief that serves as a guiding framework for our creative endeavors.

To explore different directions, I presented the client with two moodboards that encapsulate contrasting visual directions. This approach enables us to collaboratively choose a visual direction that resonates most with Mortley's identity and objectives.

Building upon the chosen visual direction, I'm now focused on creating a distinctive and playful brand identity that sets Mortley apart from its competitors. By infusing creativity and personality into every aspect of the brand, we aim to create a memorable and engaging experience for our audience.
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
brand identity design design Logotype identity conceptual design Merch restaurant social media Advertising visual identity
Your feedback is invaluable ✨

Don't hesitate to share your insights and suggestions in the comments section,
We are available for long-term or short-term Partnerships. 👇

✉️ Contact me: Whatsapp


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Mortley | Visual identity
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Amine Aboudihaj's profile
Rabat, Morocco

Mortley | Visual identity

Mortley specializes in crafting delicious and visually stunning desserts that are bursting with color and flavor. From vibrant macarons to decade Read More

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