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MOKSA is a new concept store dedicated to sativa cannabis. Novaidea was responsible for the naming, branding, corporate identity and marketing. The name arose from ‘Moksa’, a Sanskrit word that means ‘liberation’ and ‘salvation’. It’s also an anagram of SMOKA, but most importantly it’s a word linked to reaching a superior spiritual state. This choice conveys the desire to accompany the product, with intelligence and subtle irony, towards its natural path of liberation from judgement and stereotypes.
Opting for sober elegance, tones in the Moksa store are calm, light is warm and diffused, and furniture is made of recycled materials. Everything is designed to accommodate customers and make them feel at ease in a natural, comfortable space. Unlike its competitors, MOKSA avoids overdone references (like lanceolate leaves and other iconic figures) that directly or indirectly might suggest an improper use of the product.