MAXX Coffee Jurong East

JEM brought MAXX Coffee’s evolving store and environmental graphics system into Singapore. Greater Group was engaged for design and furniture procurement, applying the principles established through the wider store guideline to a mall café with its own tenancy, customer profile and local context.

The project extended the MAXX Coffee identity across the complete environment, including planning, furniture, materials, signage and artwork. JEM provided an opportunity to demonstrate how the system could move into a new market while giving the Singapore location a visual identity connected to its setting.

Greater Group developed JEM using the shared MAXX Coffee design language, configuring the planning, counter, seating and furniture around the mall tenancy. Furniture procurement carried the established material and furniture specifications into the project, while a dedicated environmental graphics package coordinated signage and artwork as part of the store design.

The same localisation methodology established through the guideline informed the graphic layer. Brand elements provide continuity across the wider network, with site-specific artwork creating a connection to Singapore and the store’s immediate context. Graphics were developed as part of the documented store package, embedding local expression into the project from design through to delivery.

JEM demonstrates how the MAXX Coffee store and environmental graphics system could be applied beyond its Indonesian origins. The completed café carries the established planning, furniture, signage and graphic principles into a Singapore mall format, with each component resolved for the individual tenancy.

The project helped establish a practical model for subsequent Singapore locations: a central store guideline supported by site-specific design and environmental graphics packages. This gave MAXX Coffee a consistent foundation for its Singapore presence while allowing each café to develop an identity connected to its location.