Maxx Coffee

Greater Group developed MAXX Coffee’s store design guideline and environmental graphics system, creating a framework for the brand across multiple café formats in Indonesia and Singapore. The work brings together planning, furniture, materials and façades with a defined system for signage, patterns, artwork and localisation, establishing how the MAXX Coffee identity translates from one location to the next.

Environmental graphics form a core part of that system. Signage, colour, typography and patterns are governed by detailed specifications, from illuminated shopfront signage and blade signs through to wayfinding and a defined repeat pattern. Artwork is also embedded into the guideline as a fundamental part of each store, with every location drawing inspiration from its surroundings and translating that context through murals, graphics or three-dimensional installations.

The localisation approach was developed through projects including Kelapa Gading in Jakarta, Clifford Centre and Tampines in Singapore, with each location providing a different source for its artwork. Neighbourhood references, local architecture and cultural patterns are interpreted through the MAXX Coffee palette and graphic language, giving each store its own visual character within a recognisable brand framework. Together, the store design and environmental graphics provide MAXX Coffee with a system that can be applied across stand-alone cafés, malls, offices, hospitals and other formats as the network develops.