Holy Molli
Mexican Fusion
CS 009
Art Direction. Nomenclature. Brand Identity System. Web Design. Illustration. Copy Writing.
Photography handled by Rony Rivera.
A non-traditional approach to Mexican food that uses authentic techniques and locally sourced fresh ingredients to create an addictive fast-casual experience.
View their social media presence here.
Logotype
Primary Icon
The nomenclature is a double entendre.
It represents the spiritual and culinary aspects of Aztec culture — from which the restaurant’s owners are descendent —as well as an expression of the exaggerated delight one feels when tasting their amazing food options for the first time.
Color palette & secondary icons
Graphic element —Icon neon signage
Graphic Element — Primary icon neon signage
Infinite enthusiasm is a key aspect of the brand’s tone and voice. For the logotype that means bold, tall letterforms that signify exclamation.
The stylization of the logotype is inspired by neon signage in New York bodegas/restaurants and street graffiti.
The icon is inspired by Aztec historical depictions of Aztec gods and emojis. The default icon is an expression of shock and awe — the face one might make when they say, “HOLY MOLLI!”
Graphic element — Quetzalcoatl
Graphic Element — Holy Mōlli calendar pattern with tacos, sushi rolls, flowers and bones
Brand Collateral — Business Cards
Type palette & brand copy
Brand promise
