Eeny, meeny, miny, moe

Mo is a brand-new grab-and-go bakery and espresso bar that values experimentation and community interaction.

It provides well-crafted, one-of-a-kind, delectable baked masterpieces that will leave you wondering what to choose. That is how Mo came to be. It was inspired by the children’s counting rhyme "Eeny, meeny, miny, moe".

Challenge
The main question was how to design and build over time a brand that lives up to its promise and is always relevant in this very busy red ocean sector, a brand story that clicks with the young audiences who are well connected socially and constantly looking for what's hip and cool to self actualize and promote their social status. For this young audience, long-term brand loyalty is only given to the top well-established global brands.

Another challenge was to balance the brand experience in a way that doesn't overwhelm the content it offers.
Moreover, to balance it and align it with the award-winning interior experience which was being designed simultaneously back then.

Solution
Develop a brand and story that is constantly changing and updating itself. And build the strategy and identity on the premise that it can always shapeshift and manifest in new forms and dimensions while keeping its basic components such as the logo and fonts consistent and intact to build familiarity. The rest is a playground. To capture all of this we came up with a story beyond the story.

"Out there, In the Mo universe. curiosity unlocked this mysterious box floating in the air and out came this shapeshifting matter jumping from one dimension to the another."
This mysterious sci-fi plot inspired all identity elements