Mokum is an all-day restaurant located on the Upper West Side of Manhattan. A fine-casual, neighborhood gem that serves fresh, organic, farm-to-table cuisine.

To create a universal theme through the branding of Mokum, Savvy Studio was inspired by poetry by Marcel Proust in which he recites that a madeleine can provoke a series of feelings, memories and memorable moments.

To highlight the use of fresh ingredients; the photographed products are translated into abstract illustrations which accompany the poetry.

Designed under the direction of Savvy Studio.
Photography by Adrianna Glaviano.