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In. Fb. Tw. Li.

How do you create a brand that matches the fame of a Food Network-featured celebrity chef?

When Food Network-featured chef Scott Conant approached AWE to develop the brand and story behind his first restaurant on the West Coast, we knew expectations were high. The Valley was already buzzing with news of the arrival of this much star power, and all eyes were on the new Seventh Street Italian destination.


So we got to work and developed the story behind the brand before even considering any visuals. What if this restaurant was a woman? Who would she be? What would her life be like? What kind of place would she want to eat at? With this character fully fleshed out, we gave her a metaphorical face in the form of bold, modernly feminine, quirky brand that revealed different parts of Mora’s personality in everything from the menus, social presence, interior design and of course, the food and drink.


And when Mora Italian opened its doors, acclaim doesn’t begin to describe what it earned. Mora shook the culinary scene throughout the Valley. Being named as Phoenix’s “Best New Restaurant” in almost every publication and with reservations fully booked a month in advance, Mora Italian marked the opening of a new chapter in the city’s dining scene.