Project
Moos
Year
2024 - 2025
Branding for Moos café, Surabaya - Indonesia.
Conceptualized as a second home, Moos is a kids-friendly café and communal space that serves good food while offering new experiences for its audience, and also functions as a shared place for mini events and gatherings. Located in a strategic area of West Surabaya, Moos becomes a go-to destination for dining, hanging out, and spending quality time together.
Starting from the name Moos itself, which twisted from “moss,” the brand brings together various elements: the philosophical concept of moss; the connection between audience and food; audience with their families; kids and café architecture; and the relationship between the architecture and its surrounding environment. Just like moss, Moos grows by connecting people, spaces, and moments.
Moos
Year
2024 - 2025
Branding for Moos café, Surabaya - Indonesia.
Conceptualized as a second home, Moos is a kids-friendly café and communal space that serves good food while offering new experiences for its audience, and also functions as a shared place for mini events and gatherings. Located in a strategic area of West Surabaya, Moos becomes a go-to destination for dining, hanging out, and spending quality time together.
Starting from the name Moos itself, which twisted from “moss,” the brand brings together various elements: the philosophical concept of moss; the connection between audience and food; audience with their families; kids and café architecture; and the relationship between the architecture and its surrounding environment. Just like moss, Moos grows by connecting people, spaces, and moments.
Inspired by real moss, we developed key visuals and patterns that feel like natural artwork; flexible, versatile, and adaptable to various needs and applications.
This visual approach helps the identity appear more timeless and neutral, allowing it to resonate with audiences of all ages and backgrounds.
Using organic shapes, the wayfinding system at Moos is designed to be highly versatile and kids-friendly. It plays with forms that respond to the space, resembling the character of moss, shaped to feel timeless and fun while remaining clear and informative for all ages.
Design /
Karina Salma
Septia Dwi P
Adji Herdanto
Motion Showcase /
Achmad Hidayatullah
Design Director /
Adji Herdanto
Karina Salma
Septia Dwi P
Adji Herdanto
Motion Showcase /
Achmad Hidayatullah
Design Director /
Adji Herdanto
Project Manager /
Anas Kautsar
Photography /
Rizky Juniartama
Nugroho Trihamdani
Ksatria Utama WDS
Anas Kautsar
Leather Menu Production /
Rove Gifts
Architectural Concept & Design /
Spasi Architects