I know what you’re thinking, this doesn’t look like middle-earth to you right? Not unless hobbits enjoy fashion and coffee. Launching as a concept store, Mordorf seeks to redesign the shopping experience into a destination around conversation, connection and coffee. Working with stakeholders, I created a strategy, positioning and identity that spoke to a new generation of shopper. The seal and wordmark pairing is both clean and elegant, welcoming a younger audience. Creating a fresh, approachable brand, I developed strategy and positioning centered on a need for social connection for a millennial audience. Inspired by raw textures and a high contrast palette, the brand evokes an understated elegance and downtown cool that invites shoppers to engage and exchange ideas. Icons and illustrations were used to create a playful pattern that extended across the cafe dine-in and to-go experiences.



My Roles: 
Strategy, Creative Direction, Design