A brand identity concept for Le Projet Peanut aka Peanut Project, led by Montreal entrepreneur and WatchMojo CEO Ashkan Karbasfrooshan, in the early stages of exploring an MLB expansion opportunity and the potential return of the Montreal Expos.

What drove me to reach out and lend my creative services was simple, I wanted to contribute to something that could potentially become a defining moment for Montreal Canadian baseball, and Canadian sports.

The logo is an homage to Jean-Guy “Mr. Black” Black, a beloved Montreal Expos figure who became part of the experience for generations of fans. I wanted to capture that nostalgia and connection to the Expos while creating something that could feel new and forward-looking.

The Peanut became the bigger idea behind the brand: small, simple, versatile, and capable of becoming something much bigger. Start small, build momentum, adapt, and evolve.

Alongside the identity, I pitched marketing, brand strategy, and creative ideas, several of which Ashkan incorporated into his project updates and videos.

A small idea with a very big ambition. Bringing MLB back to Montreal.