Al Maghrib is a Moroccan cafe in the regional township of Wagga Wagga. The cafe aims to educate audiences on Moroccan and African culture, igniting a curiosity to discover more about the region's traditions.
The visual brand language was carefully developed to balance Moroccan and African influences whilst accommodating a township that felt apprehensive of new experiences. The brand story centred around bringing Morocco into Wagga Wagga – giving audiences an accurate glimpse into the culture. Inspired by the famous Moroccan traveler, Ibn Battuta, a single-lined illustration style was employed. The unbroken path acted as a link to Battuta's journey – with its unexpected twists and turns encouraging exploration. The collateral offers cultural definitions, unique travel tips and vibrant imagery to support the authenticity of its dishes. Audiences should leave feeling more well-traveled.
This project was created in partnership with Monale Agency.
