AWL applies the beauty touch to Mori restaurant launch

Fashion branding consultancy AWL is creating the identity and packaging for a new Japanese fast-food chain called Mori.

AWL founder Alison Whelan describes Mori’s branding as ‘stylish, simple and light’. The marque features hand-drawn lettering in the style of Japanese Kangi script. Mori means ‘forest’ in Japanese.

Mori’s owners, husband and wife team Dan and Emma Levine, appointed AWL in May, on the recommendation of a mutual friend. ‘I usually do fashion and beauty branding, which the Levines decided would be appropriate, as they want to achieve something sleek, stylish and fashionable in Mori,’ says Whelan.

Emma Levine, who has undertaken several interior design projects for private clients, is creating the restaurant interiors. Measuring about 150m2, the outlets will feature white walls, bleached wood panels, grey stone floors, some seating, a takeaway counter and a delivery section, with five branded motorcycles.

The home and office delivery service, which Dan Levine describes as ‘absolutely central to our offer’, will also be available on the Mori website, by digital group Skywire.

The Levines appointed Skywire on the recommendation of AWL, which has previously worked with the group.

The first Mori restaurant is likely to open in St John’s Wood, London, in August or September, followed a month later by an outlet on Marylebone High Street.