Moomah is a creative arts cafe located in Tribeca NYC, targeted for children and parents. The project was developed by Apartment One Design based in Brooklyn, NY. Their approach was to create a visual language based on conceptual illustrations, to create a memorable brand that has no need of a logo.
It's hard to create a concept for a commercial store such as a cafe for kids that encompasses the everyday lives of children, such as playing, crafting, learning, eating (healthy) and, most importantly, imagining. Apartment One managed to incorporate all of those, in a logo-less brand!