Moxy Sydney Airport – Little Baxter

Coffee Kicks — FOR THOSE WHO LINGER LONGER

In a first for Australia, Moxy Hotels is a playful, affordable, and stylish international hotel brand that boldly breaks the rules of a conventional hotel stay. Working with property fund and developer RF Corval and the team at Moxy Hotels, THERE was appointed to create a unique name, positioning and brand identity for Moxy’s destination Café set within the atrium lobby of its inaugural Australian hotel.

For naming inspiration we looked to personify the café and bring it to life with almost human traits – Little Baxter was born. Deliverables included curated building signage, sandwich board, coffee cup designs & food packaging elements.

The creative focuses on an expressive graphic language which amplifies the caffeine ‘kick’ moment. A graphic ‘hit’ is unapologetically big and bold, like the hotel itself. The flexible graphic emblem is paired with simple, confident typography to create a proudly iconic and contemporary brand. A series of motifs were also introduced to enriched the brand further.

Where’s Queenie? Another facet of the project involved character creation and development in the form of a mascot – in Mascot 😉
Meet Queenie, a cheeky, irreverent and playful pink galah.