Mo'men Corporate Rebrand
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
Mo'men |
| Project |
Corporate Rebrand |
| Industry |
Consumer Goods |
| Timeline |
Apr 08 - Ongoing |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Brand Language
Environments
Graphic Design
Brand Audit (including VISEQS)
Competitive Analysis
Brand Architecture
|
| Team size |
8 The Brand Union
3 Client |
"For the past eight months we've been working on the new brand identity for our brands Mo'men and Pizza King. Our brief to The Brand Union was to craft a new identity, as well as update the interiors to create an atmosphere which would enhance our brand image and help us grow in the current aggressive mature market. The Brand Union far exceeded our expectations! Their fresh ideas resulted in the creation of a meaningful identity and interior space. We are now proud to stand shoulder to shoulder with both local and international fast food brands. The Brand Union team was 100% dedicated to our project and was available 24/7. This passion towards our brand not only built credibility and trust but is an attribute that is hard to find in business today".
Ahmed Allam, Marketing Manager Mo'men Group
The Mo’men Brothers opened the first Mo’men restaurant, Heliopolis – 1988, with a mere 12 000 L.E.Their aim was to serve a sandwich that just didn’t exist in the market and one that was sure to satisfy the biggest hunger for the tastiest sandwich. With this in mind, they created different recipes and different size offerings, using the freshest ingredients and providing the freshest service. All in all, making sure customers got the best value for money they could possibly get. And, all the while, keeping it real.
Today, Mo’men Restaurants are a true Egyptian success story – with double the number of customers and double the number of sales compared to any of the international chains operating in Egypt. Mo’men has 14 restaurants serving over 9 500 000 customers a year with over 12 000 000 sandwiches. That’s a lot of bread!
The Brand Union was to craft a new identity, as well as update the interiors to create an atmosphere which would enhance their brand image and help Mo’men grow in the current aggressive mature market, providing the space to compete on a local and regional basis.
The main focus for Mo’men centred around the statement “keeping it real”.We advised a generous, warmth, Entrepreneurial spirit, original and contemporary tone of voice.
The Mo’men tone of voice should set them apart as much as their brand elements and visual language do. At the same time, it should live up to the brand essence of “keeping it real”. And by “keeping it real” we mean keeping it simple, straightforward, authentic. In a way that demonstrates their generosity and warmth.
They’re the big hello that makes their customers always feel welcome. They’re always fun, enthusiastic and cheerful. At the same time, they’re also original and contemporary – the entrepreneurial spirit of Modern Egypt. So they talk, think and act like that too.
The corporate identity represents the character and nature of Mo’men. The identity encompasses the traits of good family values, affordability and a generous spirit. Being the first restaurant of it’s kind in Egypt, the identity was inspired by originality, generosity, fun and a promise of great value.
The layers of the identity are inspired by their core offering the sandwiches, with the aromatic apostrophe being our promise of real fresh, real good food. In order to create a positive image, our identity must be used discerningly and projected uniformly throughout our business, keeping our promise of ‘Keeping it real’.