Moot — Re-branding Fish & Chips for the Dutch Market

Fish & Fries Concept Store

Restaurant owner Mahmoud Saïd shared his ambition to re-invent Fish & Chips for the Dutch market. He described it as entering a New World, in terms of food, but also in its (brand) communication, appearance and restaurant environment. We went fishing until we caught it and called it… Moot.

Moot — Corporate Identity

Anchors for a name & logo design

Moot is the Dutch word for Fish Fillet. The letter-combination form a fluent rhythm. The result is a recognizable word- / brand- image. Short & powerful, a name that lasts. The appearance is fashionable and bold simultaneously; like a charismatic fisherman, who just came back from a rough day at sea.

The shapes of the Moot logo are linked to the fish habitat. The ‘M’ refers to a Trident, the ‘OO’ to Oxygen Cylinders and the ’T’ to an upside-down Anchor.

Fish & Fries colorsystem

All Moot drawings are iconic black & white combined with Ocher Yellow; the warm color of Fresh Fries. The different Type of Fries form the ingredient for the ’landscapes’ where Moot residents lead their fascinating life.

The same fries are also the buddies you can choose from to accompany your fish dish. From Belgian Fry (called Vlaam), French Fry (Frans), Halfmoon Fry (Maan), Curled Fry (Karl) to Rasp Fry, (Rasp).

Moot — Brand illustrations

Rumble tumbled

Everything in the illustrative Moot world — a person, an object, a plant or any other organism — is rumble tumbled / has a scale texture, fins or other fish characteristics. In other words: Moot is a fishy world.

Everything in the Moot world is rumble tumbled — Which means everything has a scale texture, fins or other fish characteristics.

Moot — Products

Delightful ingredients deliver tasteful results

The colorsystem and scale textures are a strong base for the creation of all Moot products. From menu cards on scale textured paper to the yellow felt pillows — looks like fries — on the restaurant couch. These ingredients offer countless possibilities for tasteful visualizations in the brand communication as well as the spatial design.

Moot offers a seasonal menu card — Different characters present themselves each season.

Seasonal menu

Moot offers a seasonal menu card. The menu options are clearly shown by the smart folding method. Reading from top to bottom: Drink(s) — Fish Dish(es) — Fries. The back of the menu contains seasonal recipes and a mini poster with games to play while waiting for your dish.

Webstore

The Moot Webstore is the digital version of the physical Moot Menu. Easy to order your Fish & Fries. Step 1: Choose your drink(s). Step 2: Choose your fish dish. Step 3: Choose your fries. Step 4: Place your order. Step 5: Enjoy your Fish & Fries!

Moot — Brand communication

The sender is the message

With the Moot Concept Mahmoud Saïd offers fresh North Sea Fish combined with high quality Fries. Mini Moot animations show you where to get your guilty pleasure. To communicate this message no more words are needed than the webstore URL: moot-visenfriet.nl The same method will be used in the outdoor communication; One strong illustrative image with the Moot URL says it all.

Concept Store

Restaurant owner Mahmoud Saïd is exploring the possibilities of unrolling the Moot store in Eindhoven & Rotterdam. The brand stands. Let’s go fishing!