Rebranding: Mooves 2.0
Following its first rebranding project, Mooves saw an opportunity to enrich the customer experience and give people more reasons to stay. The next step was a specialty coffee offer that would add a social dimension to the studio’s approach to wellbeing.
The challenge was to extend the existing identity so that intense exercise and the slower rhythm of specialty coffee could feel equally at home within Mooves.
Brand evolution and visual identity
We developed the identity around a broader idea of wellbeing: training, self-care, social connection and good coffee. This guided visual and verbal adjustments that combine the energy of fitness with the welcoming, lifestyle character of coffee culture.
- A colour palette and graphic style that feel as natural on a coffee menu as on a fitness class schedule.
- Textures and graphic details that suggest the warmth and craft of coffee while preserving Mooves’ energy.
- Secondary logos and patterns for the coffee area, designed to remain consistent with the main brand.
Illustrations
Illustrations bringing together movement, lifestyle and coffee culture.
Brand narrative
- Wellbeing as a whole became the connecting idea: movement through classes, with time for coffee and community.
- Communication on social media and in the studio presented coffee as a natural extension of the Mooves philosophy: a place to meet and take a break.
Interior graphics
The expanded space needed a new graphic approach:
- New window graphics to distinguish the fitness and coffee areas.
- Posters and signage balancing messages about movement and enjoyment.
- A graphic environment connecting the energy of exercise with the calm of coffee.
Merchandise
A new range of T-shirts and accessories brought a lifestyle perspective to the brand, combining sport and coffee culture and giving the community ways to wear Mooves beyond the studio.
Packaging and stationery design
Cups, napkins and specialty coffee materials were designed with the Mooves identity, creating visual continuity between the fitness studio and the café.
A place for movement, coffee and community
The project brings together the different sides of Mooves: a place to train, spend time together and enjoy coffee in Madrid. The identity connects these experiences through a shared approach to wellbeing, community and everyday life.
It gives the expanded offer a coherent visual and verbal foundation while retaining the brand’s character.
Want to see where it all began?
Explore our first rebranding project for Mooves, where we transformed a franchise gym into a boutique fitness studio.
View projectThis project shows how a considered brand identity can support a business as its offer develops. A flexible system creates room for new ideas while preserving the elements people recognise.
