As part of a moment of expansion and growth, Möoi approached membranding to develop the identity for its first flagship store in Madrid’s Alcalá district, Spain. The concept behind this new format was to offer convenient grab-and-go meals without compromising the quality, flavor, and homemade character that define the Möoi experience.

The brand identity we developed draws on the vision of its chef, Jessica Lakerman, whose approach is rooted in high-quality ingredients and original recipes that combine warm, nourishing, and healthy dishes with a rich and enjoyable culinary experience. It also takes inspiration from the architecture of the store itself, conceived as a small living room overlooking Retiro Park: a gathering place designed to bring into the experience the warmth and comfort of sharing a meal at home.

We began by adapting the naming to Möoi Petit to convey the scale and distinctive character of this new concept. To expand the visual identity system, we built upon the existing brand identity and developed new graphic resources that express its intimate, refined, and distinctive nature. We created a series of graphic elements based on the brand’s “o” letters, using circular shapes that convey warmth, versatility, and a more intimate scale.

The result expands the Möoi identity without losing its essence, creating a unique proposal for a small, exclusive space designed for enjoyment —one that preserves the values of slow food while embracing the dynamism of fast service.