Moab
Rebranding of a classic amongst photographers
Moab is a leading fine art and digital paper brand, trusted by photographers and artists around the world. Kitchen was asked to create a new visual identity and packaging system, strengthening the brand’s presence while remaining true to its roots. At its core, Moab is driven by a relentless pursuit: to create the most refined, innovative papers artists and photographers can rely on.
Rooted in the red rock landscapes of Utah, Moab’s sense of place became a defining force in the design. We developed a sturdy, interlocking wordmark inspired by rock formations, solid, cohesive, and built to endure. The typography captures both the physical strength of the landscape and Moab’s authority as a premium paper brand.
A signature Moab Brown was introduced, a refined red-rock tone that anchors the color system and ties the identity directly to its origin.
For the packaging phase, we were asked to retain a key Moab image. Instead of repeating the familiar landscape, we moved closer, into the rock itself. By revealing layers of color, texture, and light, each aligned with the different paper categories, the imagery becomes more expressive and dimensional. This approach reflects the depth and versatility of Moab’s range, creating a more tactile and immersive brand experience.
They stripped everything back and rebuilt Moab with precision, revealing what it always should have been.
Marc Schotland,
CMO Moab Paper.