Two Markets With One Identity
As part of MAXX Coffee’s identity evolution, the brief centred on expressing a stronger, more contemporary brand language within café environments. Jakarta needed a community-led flagship with co-working and longer dwellings. Singapore formats required high visibility and efficient service flow, with design that stays consistent across rollouts.
Defining The Physical Brand Expression
Bold graphic treatments, statement artwork and layered textures were integrated to bring the refreshed brand to life. Flexible seating configurations and clear circulation paths supported both quick visits and longer stays. High-visibility placement and vibrant material contrasts ensured the café stood out while remaining operationally efficient.
Designed For Comfort And Connection
Across Jakarta and Singapore, MAXX Coffee cafés now operate as expressive yet welcoming environments where design and function work seamlessly. In Kelapa Gading, co-working booths, meeting space and Chinatown-inspired cues were integrated. In Jurong East, pastel washes, brass accents and local artwork were used. Strong visual identity, adaptable layouts and tactile finishes create memorable spaces that encourage gathering, collaboration and everyday connection with the brand.
