Delicious looks like nothing.

Moxies had a brand platform that was failing to get them the recognition they deserved for their fresh food offering. “Delicious is in the details” wasn’t bold enough to gain them the differentiation they needed in an over-saturated casual dining market.

We were asked to reframe the “Delicious is in the details” brand platform to make it really stand out. Our solve: break the number one rule in hospitality marketing—never show a dirty plate.