MOR

Creative Direction · Uniform Design · Product Curation

For MOR, Tom Sellers’ newest restaurant, I led the creative direction and development of a bespoke uniform concept rooted in craftsmanship, British workwear, and material longevity. The project explored how uniform could extend beyond function to become an integral part of the restaurant’s identity, reflecting the skill, labour, and processes that underpin the creation of fine food.

The initial concept centred on a hand-screen-printed apron, featuring a deliberately splattered graphic treatment inspired by the physicality of making. Drawing parallels between the marks left by the cooking process and the imperfections inherent in traditional craft, the design sought to celebrate the human element behind the finished product. While this initial sample was not taken forward, it established the conceptual foundation for the project: authenticity, utility, and an appreciation for the process of making.

The final direction evolved into a considered workwear system, bringing together Gramicci, Pexwear, and Birkenstock. Pexwear was selected to introduce a distinctly British workwear sensibility, championing ideas and design developed in the UK. Each brand contributed a different functional and aesthetic quality, allowing the uniform to sit between established workwear principles and a contemporary hospitality environment.

Longevity and repairability became central to the design philosophy. Rather than approaching uniform as a disposable expression of brand identity, the intention was to build a wardrobe designed for sustained use, capable of withstanding the demands of daily service and being repaired and maintained over time. This approach placed durability, practicality, and continued use at the centre of the garment selection process, challenging the expectation that workwear should be routinely replaced rather than cared for.

The resulting direction positions the uniform as an extension of MOR’s wider approach to craft: considered, purposeful, and grounded in the value of making things well. By combining British workwear references with functional product curation and a focus on longevity, the project explores how uniform can communicate identity through the garments themselves — not simply through branding, but through material choices, utility, and the way each piece is intended to be worn and lived in.

Creative Direction · Uniform Design · Art Direction · Concept Development · Product Curation