The first Wild & The Moon opened in the Le Marais district of Paris in early 2016. A Dubai branch and a number of new Paris sites soon followed. The creative brain behind the brand is one Emma Sawko who is described on their website as a “cosmopolite Frenchy” with a “reputation as a global tastemaker.” The brand itself is somewhat harder to define. It’s not a juice bar or an organic delicatessen or a vegan café or a health-foods grab-and-go or a detox site – and yet it is all of these things. Emma herself calls it a “lifestyle movement.”
Its reason for being, on the other hand, is very simple: “Wild & The Moon is based on the simple belief that food should be good for you, good for the planet and above all delicious.” Communicating about their convictions as much as about their actual products has helped Wild & The Moon build a strong following. Convictions that are very timely and ride the wave of current trends – like healthy eating, sustainable development, personal wellbeing and slowing down amidst the headily fast pace of city life. It’s an Instagrammer’s dream – and yet also much more than that. They have managed to create a stylish, sustainable brand, while avoiding the typical “eco-clichés”.
First of all there is the food itself. More than being healthy and organic and gluten-free – it is thoughtful. Take their veggie crackers; to make which they use the leftover pulp from their cold-pressed vegetables. It is delicious, healthy, but also reduces waste. A lot of effort goes in to not just selling themselves as an eco-friendly company, but adhering to the strong convictions upon which their brand is built.
Then there is their look. The tone of their branding, their website for example, is mirrored in the interior design of their cafes. The sites, bright and airy, all white walls and green plants, manage to feel both minimal and natural, modern and classic. They never dip into cliché, and it is with this style and attention to detail that W&TM stand out so distinctly in a crowded eco-market.
The branch which they are soon opening in New York will really put the strength of their brand to the test. The health-food market is already well established and highly competitive out there. In the immortal words of Frank Sinatra: “If you can make it there, you can make it anywhere.”