Moreish
The brief
Moreish began as a collaboration between my flatmate and me. While he was experimenting with gourmet burgers and homemade buns, I saw an opportunity to develop a brand that captured the joy, hunger and personality behind the food. The ambition was to imagine a delivery-first burger brand with its own distinctive identity and digital experience.
Visually, the brand combines warmth, appetite appeal and character. The brandmark merges a location pin and a burger, designed to stand out as an app icon in a crowded marketplace. A bold, hunger-evoking colour palette and confident typography give the brand a memorable presence.
The tone of voice is rooted in British slang and conversational humour, inspired by the phrases we found amusing (“I’m so hungry I could eat a horse”). This became a core storytelling device, helping the brand feel human, cheeky and recognisably British.
To bring the idea to life beyond visuals, I designed the Moreish app experience, considering how the identity, typography and personality would translate into a seamless ordering journey. This end-to-end approach resulted in a cohesive brand that feels launch-ready.
