MOON MAN mission is to redesign street food commonly found in South-East Asia. Taking the traditional recipes and translate them into contemporary settings.
Using an astronaut as a mascot, we developed an entire visual language that surrounds this basic concept.
Using traditional recipes as a foundation, we redesigned 3 street food that commonly found in Indonesia. We use our design sensibility to change the shape, our market awareness to tailor it's flavors, and our business sensibility to maintain affordable cost. The results are innovative products that is affordable and appealing to the mass market.
We launched Moon Man on April, 2017 at Queens Night Market, a night market that runs every Saturday evening for 22 weeks a year. Within a couple of months, a second operations was added every Friday at Bryant Park, New York by partnering with Hester Street Fair.
The booth is designed with easy transportation and set up in mind. The wooden crates that are being used to housed all of the equipments transforms as displays during operations.
Since Moon Man operates in pop up settings only, the operations scedule are depended upon the markets and food festivals. This is a challenging situation to create a strong brand awareness and gaining followers of people who already in love with our products.
We use our website and social media to gain followers and announce our schedule on weekly basis. This has been proven effective, to both keeping everyone informed of our schedule, and encourage people to
Within less than a year in operations, Moon Man gained popularity among food community in New York City. It has been mentioned multiple times by The New York Times, nominated as a finalist for the Vendy awards (the Oscar for street food vendors), included in 100 of the best dishes in 2017 by Time Out New York, as well as invited to be a guest on VICELAND TV, "The untitled show of Action Bronson".
Towards the end of the third year, we open our first brick and mortar location at the Market Line, a brand new food hall located in the Lower East Side neighborhood.
As part of our operation, we started introducing a weekly limited item menu. This menu functions as a marketing content generator, as well as, a creative culinary playground for the business.