Mozen Restaurant Grand Opening Key Art

Client

Morongo Casino Resort & Spa

Services

Concept, Design

challenges

The client didn’t have a clear vision of what they wanted for the Mozen campaign. By the time I was assigned this project, several other designers on the team had put together key art treatments that had all been rejected by the client. These treatments emphasized fun and variety. They had a lot of flying food and played on a red and white color palette. This client typically likes light-colored, bright backgrounds for billboards, so the overall look and feel of the art was very bright pop.

Here are some additional key art/billboard designs that I made.

Solution

After discussion with the client, I learned that they were very excited about this new restaurant because it was so different from their existing offerings. They wanted to differentiate it from their regular style of branding, and they also wanted to make the ads for the restaurant look more upscale. I found a model who looked more “high fashion” and created a dark jewel-tone background. I replaced the many food elements on the board with more artistic references to Asian cultures: cherry blossoms, bamboo motifs, and a single bao held with chopsticks.

Though this campaign has ended, the client loves the art and continues to use the woman with bao in other campaigns for Mozen.