‘Heritage’ feel for Moon logo

Solihull consultancy Haigh Thornley has created the identity for Edward Moon, a new restaurant chain, for client Thomas Morrell Foods. Interiors for the chain were designed in-house.

The identity was unveiled last weekend when Edward Moon opened in Stratford-upon-Avon. The concept has piloted in Leamington Spa for the last month, without the identity.

“We have tried to give the design a distinctly British heritage feel and have based it on beer bottle labels. We also wanted it to have a racy feel,” says Haigh Thornley managing director Andrew Thornley.

Thornley says the concept is aimed at the market in casual dining for 25 to 40-year-olds.

Haigh Thornley has designed menus, signage, the restaurant facia, literature, napkins and match boxes.

The logo will also be applied to stationery and uniforms.