Moab
A brand carved from is roots
Moab had earned its reputation among photographers. Known for its fine art and digital printing papers, the brand was trusted for its quality and performance. But its visual identity lacked the confidence and recognition of the products behind it. Kitchen set out to give Moab an identity worthy of its reputation.
Carved from its origins. The new wordmark takes its character from the rock formations of Moab, Utah. Strong, sculptural letterforms give the brand a distinctive presence, replacing the delicate typography of its previous identity. Rather than inventing something new, we drew from what was already there: Moab's name, its origins, and its reputation for quality.
A color of its own. We introduced Moab Brown, a distinctive red-rock color inspired by the Utah landscape. More than a supporting color, it became a recognizable element of the brand, bringing consistency across packaging, stationery, and communications.
Made for photographers. The identity extends across Moab's portfolio, including packaging and the Moab Masters series, which celebrates the work of accomplished photographers. A confident, consistent visual language gives the brand a stronger presence while keeping the focus where it belongs: on the paper and the work created with it.
Made for photographers. The identity extends across Moab's portfolio, including packaging and the Moab Masters series, which celebrates the work of accomplished photographers. A confident, consistent visual language gives the brand a stronger presence while keeping the focus where it belongs: on the paper and the work created with it.
Kitchen rebuilt Moab with precision, revealing what it always should have been. A brand that finally matches the quality of the paper.
Marc Schotland
CMO, Moab
