MOA’s logo is inspired by the concept of transformation, drawing from the metamorphosis of a butterfly. The central double “O” evolves into a pair of wings, subtly expressing change and growth. This identity reflects the brand’s focus on care and gifting, where jewellery becomes a meaningful object to preserve and pass on over time.

The recurring pictogram developed for the brand is the so-called “antennine”, a small graphic element that simultaneously evokes the butterfly’s antennae and a subtle heart shape. This symbol became a distinctive motif within the visual identity, reinforcing the brand’s language across applications.