The brand said fortune favours the bold. We asked what bold looks like.
Muro
SocialExperiencesCorporateTake the personality out of the guidelines and into the city.
Muro is a Thai and Cantonese kitchen and cocktail bar on Museum Road, Bengaluru. Muro means wall, and the brand turns that into a dare: come take a leap of faith. Its line is “Fortune favours the bold”. The identity already had a personality. The job was to make people feel it.
That line is not a description of a restaurant. It is a way of behaving.
A restaurant can have a beautiful identity and still be invisible online. Most restaurant feeds are noticeboards: dishes, offers, events.
The question
What does being bold actually look like?
A place where things happen.
We stopped treating Muro as a place that serves food and treated it as a place where things happen. Every idea had to pass six questions.
- Does it create curiosity?
- Does it bring new people in?
- Does it make the experience more memorable?
- Does it give people something to talk about?
- Does it reinforce the bold personality?
- Can it create content on its own?
One example: a customer experience for Deutsche Motors Bangalore, built around a fluid art workshop at Muro.
Collaborate with other bars, including takeovers, instead of treating them only as competition.
Two rooms can share their drinks, their crowds and their personalities, and each gains an audience.
Bring automobile brands and their customers into Muro.
It reaches people who would not find a restaurant through food marketing.
Build events around something happening, not around the menu.
It gives people a reason to come that is bigger than dinner.
Play with it
Make your own coaster.
Pick a shape, a colour and a mark. Then flip it: there is a dare on the back. Or cast the dice and take what you get.
Shape
Colour
Mark
Ink
The logo, the monogram and the line are Muro’s own. Its guidelines allow the logo on colour in eleven pairings, so the ink on offer changes with the coaster. The dares are ours.
Experiences, not venue bookings.
Team dinners, client evenings and private gatherings were offered to companies as experiences. The message to businesses was credible and professional without losing Muro’s voice.
From what is on the menu, to what it feels like to be there.
Shoots happened on site: bartenders, chefs, guests, the room, the event as it unfolds. Every event made its own content: announcement, teaser, behind the scenes, recap.
The brand creates a personality. The personality creates experiences, the experiences create collaborations, the collaborations create content, and the content brings people back to the brand.
Muro’s guidelines, re-set, with Khatt’s playbook
18 pages
The logo, the monogram, the colours, the brand story and the typefaces are Muro’s own, from its guidelines. Khatt did not design them. Khatt re-set them as a book and added its own pages: the question, collaborations, experiences, corporate, content and the loop. The book is set in Alegreya Sans and Hanken Grotesk, standing in for Muro’s licensed typefaces.
One idea at the centre of all of it.
Muro became a brand that could take part in the culture around it.
Social
Strategy and content direction. Social, event and campaign creatives.
Campaigns and experiences
Campaign and event concepts. Bar collaborations and takeovers. Collaborations with automobile companies.
Corporate
Corporate outreach and event communication.
Creative direction
On-site shoots, with photography and videography direction.
Voice and copy
Copy across social, events and outreach.
That was the short version.
The full story has every decision, the reason behind each one, and more of the work.
P.S.
A strong hospitality brand does not have to wait for people to walk in. It can give them a reason to come.
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