For his new restaurant, Moxy, Chef Eric Brenner wanted contemporary and simple together, a place where guests could discover culinary advances in a setting that still respected the time-honored traditions that define fine dining.
 
While Chef Eric’s instincts drove his menu choices, he turned to Project 13 to develop the brand. We worked hand-in-hand with him to design an identity that captured the many complementary yins and yangs of the restaurant he envisioned: upscale yet affordable, classy yet unpretentious, with a menu globally inspired yet classically executed.
 
The result is the distinctive Moxy look: unique yet approachable, modern yet warm, with colors vibrant yet soothing. From this evolved Moxy’s interior and exterior signage, collateral materials, advertising, and wholly unconventional menus, which were laser cut and hand assembled.
 
Since opening, Moxy has become a key player in a thriving St. Louis restaurant scene. And having experienced the benefits of collaborating with a trusted branding partner early in the development process, when Chef Eric was ready to open the M Lounge above Moxy, he knew exactly who to ring up with his first call: Project 13.