A few key things about moss: it's resilient, adaptable, diverse, strong, and can even be luminous, shinning with its own light.
That's everything we wanted MOSS vibrant wellness to be. The new fitness studio located in Monterrey, Mexico, will encourage clients to consider well-being as blooming from within—something that must be cultivated through both mental and physical health.
We built this brand to convey the duality of toughness and warmth through the attributes of moss, an enduring plant that is so much more than it seems. We hope the results will make MOSS's clients feel powerful and supported, knowing that there's always a chance to grow.
—
Brand Strategy / Naming / Brand Identity / Key Messaging / Art Direction
