The storytelling of Morso was rooted in the concept, “traditions made simple.” As our conversions continued, we refined the visual language to be directed by a bespoke, intimate, and personal look and feel. The wordmark was created with a graceful typeface that has a modern yet classic feel. For the color pallet, we chose grounded, warm colors to portray the approachability and passion of the brand. Personal, unforgettable food experiences are at the center of what Morso brings to the table, and so we decided to focus our art direction on just that — the dining room table.