Opening of Mora Pasta e Prosecco – Our Biggest Project to Date!
A few years ago, when our agency was just starting out, L’Atelier placed a precious trust in us by entrusting one of their projects to our care. Today, it is with immense pride that we continue this wonderful collaboration by signing on for the complete branding of their brand-new restaurant, Mora Pasta e Prosecco, located right in the heart of Grande-Allée. This project represents everything we love: a strong vision, a confident artistic direction, and above all, clients who trust us to push the boundaries of what’s possible.
It all started with a name
Before a single wall was built, we had to find the heart of the project — a name. To do this, we challenged our ideas like never before, alongside a senior art director, during an intensive naming workshop. We pulled out word lexicons, explored unusual paths, and tested countless sounds. Among about twenty proposals, one name stood out: Mora. A short, elegant word full of meaning. In Italian, “mora” means blackberry — a refined, sweet, and slightly mysterious fruit. Just like the concept the restaurant would embody: festive Italian cuisine in a chic, confident setting, where pleasure takes on a ritualistic quality.
Once the name was chosen, much remained to be done — especially inventing a complete universe. As the fourth restaurant from Groupe Maestro, it was crucial to differentiate it from the other establishments while preserving the entrepreneurial DNA. The Mora concept plays on contrasts: elegance and excess, refinement and festivity, class and sensuality. To express this duality, we opted for a sophisticated typography, all curves and fluidity, with a subtle twist — the tilted “o” — a nod to the place’s carefree, festive side. The color palette was directly inspired by the meaning of “Mora”: blackberry tones and burgundy accents that evoke the fruit, sensuality, and wine. These rich, evocative shades are found across all visual elements — from signage and menus to social media and posters — ensuring a strong and distinctive visual coherence.
A major challenge: how to promote a restaurant that didn’t yet exist?
A construction site in full swing, a menu still in development, no dishes or decor ready to be photographed. Yet deadlines were looming, and we had to prepare all communication tools months in advance due to long production and printing timelines. Our solution? Focus on atmosphere, emotion, and the very essence of the concept.
We imagined a strong visual capable of embodying Mora’s universe in a single image. A perfectly styled, delicate, and refined bite of pasta. Next to it, a glass of Prosecco, slightly dripping — symbolizing joyful excess and the effervescence of Italian evenings. This simple yet powerful idea came to life through a large-scale photo shoot, followed by precise and artistic editing led by our art director. The result: an iconic signature image used to announce Mora’s arrival online, on billboards, and in the media. Even without a finished restaurant, we had a clear, evocative, and desirable image to present to the public. And that was all it took to spark anticipation.
A launch worthy of the project
To mark Mora Pasta e Prosecco’s official arrival on the culinary scene, we organized a large-scale media event aimed at creating real buzz around the restaurant, just days before it opened to the public. The evening was carefully orchestrated with an atmosphere that reflected Mora perfectly — elegant, festive, and delicious. Guests were able to preview exclusive dishes, sip Prosecco in a spectacular setting, and most importantly, experience the unique promise of the restaurant. To maximize reach, we invited about thirty content creators and radio hosts we regularly collaborate with. The event generated instant visibility, multiplying social media stories, enthusiastic early reviews, and above all, a restaurant eagerly awaited by many.
