莫阿莫阿意大利面俱乐部丨越南胡志明市丨The Lab,Giang Ho,Thinh Tran等

MoaMoa, a name that echoes a chef’s kiss and the phrase “more, more,” is a creative handmade pasta bar in Saigon. Conceived as a social club, MoaMoa brings people together over quality, freshly made pasta.The Lab developed both the brand identity and spatial design to carry the whimsical, affectionate spirit of the name through every part of the experience. The visual system draws directly from the handmade craft of pasta-making. The logo is created with real tomato sauce, capturing its fluid & spontaneous qualities, while the monogram and illustration system take inspiration from the marks and gestures left on flour-dusted kitchen surfaces of pasta makers.The rest of the system amplifies this playfulness through bold and loud wood-type–inspired typography and a vibrant, unconventional color palette, intentionally stepping away from the warm and predictable tones often seen in restaurant branding.

Tucked within a historic apartment building in the heart of the bustling city center, Moa Moa is a hidden gem for those who appreciate beauty and detail. Craftsmanship takes center stage. The experience begins at the open pasta lab near the entrance, where the creation of fresh noodles serves as a visual promise of quality. Whether for a traveler or a local resident, the balcony area, with large windows opening up to the busy street below, offers a perfect connection to the city's energy.

The dining space balances casual freedom with playful design, highlighted by a mosaic floor. Its gradient transitions from blue to creamy white, mimicking flour dusted across a kitchen counter. To soften the vintage architecture, the design employs gentle curved lines in the furniture, with distinctive pasta shapes like ravioli and farfalle inlaid directly into the tabletops for a unique touch.

The custom-made lighting system takes cues from the myriad shapes of pasta. Paired with the warm wood tones of the furniture, it counterbalances the coolness of the mosaic floor to foster a cozy and intimate dining atmosphere.

Brand Design: Giang Ho, Thinh TranSpatial Design: Tess Ngo, Hung Le
Draftman: Ngoc Son, Thuy Linh, Tess Ngo, Hung LeStrategic Partnership: Nhi NguyenUniform Design & Production: Third Layer 
Photography: Chuong PhamDocumentation: Ven BuiDocumentation Supporting Materials: Bearbrickbtws, Moa Moa TeamContractor: TBD Construction