Mozwell — Chang Gao — Visual Design

Mozwell Claremont

2023–2024
Client: Mozwell Claremont Bar

What I did:
Brand Identity
Website design & build

Crafting a hospitality brand that feels lived-in and loved.

Mozwell Claremont, a neighborhood cocktail bar, wanted to carve out its place as a cozy, modern haunt that evokes vintage charm. Their vision was clear: create a brand that invites people in, feels like an extension of the bar’s intimate atmosphere, and lives comfortably across menus, signage, and social media.

But that charm needed rules. The brand had to scale from coasters and tote bags to Instagram stories and outdoor signage—all while staying cohesive and true to the bar’s ethos: “Sip. Savor. Repeat.”

Logo and brand system

I started by translating Mozwell’s ambiance into a visual language: an earthy color palette with pops of vintage orange and deep green, paired with a relaxed handwritten logo script that feels personal yet elegant.

Mozwell’s identity isn’t just about drinks; it’s about moments. To bring the brand’s quiet confidence to life, I designed visuals that felt as personal as the space itself:

Hand‑drawn illustrations evoke the raw, crafted vibe of a bartender’s notebook.
Clean, unfussy layouts keep the focus on crafted cocktails and intimate gatherings.

The brand voice carries across every touchpoint—whether it’s a physical menu or a casual Instagram story shot on someone’s phone.

I didn’t start in front of a computer. Instead, I sketched in Mozwell’s space, observed bartenders at work, and even watched their construction process to understand the textures of their world and how they brought everything to life. We explored countless typefaces for the logotype but none felt quite right. To capture Mozwell’s human touch, I hand‑drew the logo, digitized it, and added subtle imperfections—like a bartender’s handwritten note—to keep the warmth intact.

This immersion informed the broader creative direction of “handcrafted simplicity”—a principle that shaped every decision, from typography to color.

In the process, we also developed event branding for Mozwell’s Social Club, Jazz Night, and Comedy Corner. These became like Mozwell’s version of “daily stories”: micro‑brands within the brand, designed to highlight the bar’s evolving community and keep regulars engaged. These event identities created moments of anticipation and surprise in Mozwell’s ecosystem, reinforcing the idea that the bar is more than a place to drink—it’s a community hub.

Every touchpoint, from the bar’s exterior signage to Instagram posts, was designed to make guests feel like they’re walking into “their place”—a brand experience as warm and layered as the bar itself.

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