Client project · Ahmedabad · 2024
More than a café, more than an art space. A feeling, a rhythm, a slow exhale.
The brief
Some brands aren't logos and colours. They're a feeling.
Mould isn't just a café. It's a pause, a breath of soft air, a sliver of peace in a noisy world, and we got to turn it into a brand that feels as cosy as the corner table by the window.
From the identity to a voice that reads like a handwritten note, every piece is layered with intention. Not trends, not noise: a brand that doesn't just look good but feels like a second home. Because at Mould, you come for the coffee and stay for the experience.
The story
An old brick kiln, reborn.
What once shaped earth into bricks now holds space for art, stories and slow living. Mould kept the soul of the place: the warmth, the terracotta, the quiet strength, and built a haven for community around it.
The original bricks are still there, and some have stars imprinted on them. That star became part of Mould's identity.
The logo
It welcomes you with open arms.
The ‘o’ adds a little whimsy, and stands for the transformations that happen inside the space.
Bold, friendly forms feel confident and approachable. The small imperfections add human warmth.
The persona
Warm, communal, and always evolving.
- 01
Organic community building
The power of togetherness: a supportive, inclusive place where everyone feels welcome.
- 02
Creativity
Where ideas spark and everyone is encouraged to explore their potential.
- 03
Progressive
Forward-thinking, always evolving, quietly challenging the status quo.
- 04
Authenticity
Honest, transparent, genuine. Be yourself, without pretence or judgment.
Colour
Earth from the kiln, colour from the garden.
Brick and cosmic white do most of the talking. The secondary palette brings in the plants, the sunlight and the coffee.
- Perfect Brick#8A2C1D
- Cosmic White#FFF7E7
- Black#001A13
- Raw Grey#E2DFDE
- Sage Green#8B8635
- Sunflower#EAA653
- Pale Brown#D06223
- Dark Roast#82654C
Illustration
Little stories, drawn by hand.
Bold outlines, whimsical details and a touch of organic charm, made for everything from wayfinding to the walls themselves.
Voice
We don't describe. We immerse.
Gentle and poetic, welcoming like an old friend, slow and mindful. Less “we are hosting a workshop”, more “come, let's make something together.”
“Sunlight spilling into quiet corners, a fresh page, the first sip of coffee.”
Your coffee isn't going anywhere. Your book will wait. Breathe in. Let the moment hold you.
The loyalty card
Some places you visit. Others, you return to.
The stars come from the bricks. Go on, stamp a few.
Loyalty card
FREETap the stars to stamp your visits.
Out in the world
From the takeaway bag to the gate sign.
Packaging, signage, placards, visiting cards, badges and a feed that feels like the space.
The space itself
You won't find the same Mould twice.
The furniture shifts, new corners emerge, old ones are reimagined. Nothing here is fixed, because neither are we.
Come for the coffee.
Stay for the experience.
Brand identity, illustration system, voice and collateral by Aikyam for Mould, An Art Space.
