Moss

New York, New York

For Moss’s three food and beverage destinations—Babette, Lil’s, and Inklings—we developed a connected naming system and visual identities that treated each venue as a distinct character within a shared world of dining, music, and conversation. Rather than describing what each venue does, the names invite discovery, giving each destination its own personality while reinforcing the club’s broader cultural identity.

Babette, the club’s signature restaurant, is inspired by the elegance of historic European dining and New York’s long tradition of social ritual. Its identity brings that perspective to life through expressive typography, a warm, restrained palette, and references to candlelit tables, crisp linens, and the patina of well-loved interiors.

Lil’s, a piano lounge and bar, takes its name from jazz pioneer Lil Hardin Armstrong, celebrating her rhythm, confidence, and enduring influence. Bold typography, loose compositions, and a mostly monochromatic palette accented with subtle moments of contrast and shine create a spirited identity that feels improvisational and unmistakably musical.

Inklings, the library bar, introduces a world of curiosity and imagination through a cast of illustrated characters by Catherine Potvin. Playful typography shifts, overlaps, and spills across the page, while a muted palette of pinks and blues and generous negative space create an atmosphere that feels intimate yet playful.

Together, the three identities create a cultural ecosystem where every venue feels distinct, yet unmistakably part of the same world.

creative direction
Polonsky & Friends

graphic design
Sara Steege & Martin Ellison

brand strategy
Katya Vladykina