Mojo's

Adding personality, soul, and cohesion to an existing brand

Context & credit

Mojo’s is a Jerusalem-based kosher restaurant with a loyal local following, known for bold flavors, street-gourmet energy, and a strong personality led by its owner and chef, Tzvi Maller.

The original Mojo’s logo, core color palette, and foundational brand direction were created by Arielle Kwestel of Rubberband Studio, who did an excellent job establishing a clean, minimal visual base.

Mostdesigned was brought in at a later stage—not to rebrand from scratch, but to build on top of an existing identity and help the brand find its missing layer: character, warmth, and expression.

The challenge

Mojo’s had a strong foundation, but very little room to play.

The restaurant was intentionally designed to be extremely different in style from Tzvi Maller's former popular restaurant, Crave, whose brand was loud, graffiti-driven, and expressive. In striving for a clean, minimal, and classy street identity, the team often felt boxed in—where any expressive move risked echoing a past they were trying to move away from.

In an effort to keep things minimal, many early ideas were stripped back to the point where the brand began to lose its personality. Anything expressive felt risky. Anything playful was questioned. And yet, Mojo’s as a place is full of life.

The project required developing what was already there, in a subtle way.

• Respect the existing logo and visual foundation

• Keep the brand clean and legible

• While reintroducing soul, texture, humor, and attitude

• And translating the personality of the food, the space, and the people into something customers could experience

  
  

Strategy: Mojo's, refreshed

Rather than approaching Mojo’s as just a restaurant, Mostdesigned reframed it as a character-driven brand, inspired by Tzvi Maller is the brand's artist.

The strategy focused on defining Mojo’s inner DNA:

• Unapologetic flavor

• Disruption in the best sense of the word

• Creativity without shortcuts

• Street-gourmet energy

• Craft, consistency, and intention

• Food made with love—or not at all

• A place where family, staff, and guests all belong

• High-end street food, with heart

Expansion to an Israeli audience

As Mojo’s began attracting a more Israeli clientele, another gap became clear. While Israeli customers loved the experience once inside, the brand itself was highly Anglo-driven and didn’t immediately speak their visual or cultural language. Mojo’s felt unfamiliar from the outside, making it harder to bring people in despite the strong product.

To bridge that gap, we integrated Hebrew typography into the visual system and introduced clear, playful Hebrew slogans and explanations—embedding what Mojo means directly into the brand strategy, packaging, and touchpoints.

Examples:

• On the takeaway bag, we incorporated a Hebrew definition of the word:

מוג׳ו: ניצוץ קטן שמתעורר בביס ומחזיר את הקסם לא רק לאוכל, אלא לחיים עצמם.

• On the pizza boxes, we added a call to action to the definition:

אז איך אתם מחזירים את המוג׳ו?

Verbal Identity

Copy direction that could carry across everything—from packaging to Instagram captions.

• Get your Mojo back, one bite at a time.

• Get your Mojo back, one sip at a time. (the adapted version for the cocktail napkins)

• Yes, Chef.

• More Joy. More Soul. More Flavor.

• Do it with love or not at all.

How we added groove

This was not a logo redesign.

Our work included:

• Refining the existing color palette, adding depth and flexibility while staying true to the original brand

• Evolving the typography, giving it more edge and personality, and integrating Hebrew fonts that work seamlessly alongside English

• Developing a brand strategy centered on Mojo’s personality

• Creating a full system of brand assets, including:

  • Custom brand patterns

  • Illustration style and motifs

  • Callout shapes and graphic elements derived from the logo

  • Slogans and verbal identity

• Designing real-world touchpoints, where the brand actually lives:

  • Pizza boxes

  • Takeaway bags

  • Wipes

  • Cocktail and regular napkins

  • Stickers and merch

The result: a brand with spice

The goal was not to make the brand louder, it was to deepen its personality.

Minimalism was no longer empty.

Structure gained movement.

Clean lines carried attitude.

Illustrations were loose and expressive, balancing the boxy geometry of the logo.

Typography became bolder and more playful.

Language became confident, warm, and human.

Mojo’s now has a brand that feels like the actual restaurant experience.

From the pizza box to the wipes on the table, everything speaks the same language.

Intentionally, and bursting with life.