Mo’s Burgers
Branding | StrategyThe "Mighty Mo" has long been a signature burger associated with the Marriott family.
Continue Reading +This tasty triple-decker hamburger was named after the retired battleship U.S.S. Missouri and competed with the "Big Boy" offered by rival Bob's Big Boy, which Marriott would later acquire. It has stood the test of time as a fantastic burger and now gives its name to our new burger shop, Mo's.
Bringing Mo’s into the 21st century meant more than just a fresh new look—it was about reimagining the brand for today while staying true to its rich history. From its origins with the Mighty Mo, a burger that stood alongside America’s greats, to its connection with the Marriott family legacy, this brand is built on tradition.
Our challenge was to bring it to life with a bold new identity that pays homage to where it all began, embodying the spirit of those early days. Blending classic charm with a fresh, modern edge, Mo’s honours where it all began while serving up a next-generation burger experience.
A High Concept Diner
Mo’s blends nostalgia with a fresh, playful twist, offering a modern take on the classic diner experience. From its bold visual identity to a menu inspired by old school diner classics, every detail is carefully designed to create a space where the past meets the present in a fun and memorable way.
The classic logo, vintage-inspired illustrations, and a warm yet vibrant colour palette evoke nostalgia while staying relevant and exciting. Every touchpoint- from the playful packaging to the striking signage – all crafted to bring the brand’s personality to life, making Mo’s a destination that celebrates history while inviting a new generation to enjoy the experience.
Mo's Details
Every touchpoint – from the playful packaging to the striking signage – all crafted to bring the brand’s personality to life, making Mo’s a destination that celebrates history while inviting a new generation to enjoy the experience.
Project Credits
Simon Worthington McQueen
Clare Carson
Adam Bell
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