Studio tanGiBle worked on a project to develop the identity and signage system of multiplex brands launching in India, where the film industry is booming. Movie Max wanted to build its image as the most entertaining brand in the Indian market, where movie theaters have become important spaces where people spend most of their leisure time, not only watching movies but also eating out.
It expresses the infinite joy through the brand name element MAX, and the emotional experience that doubles in MOVIE MAX with diagonal elements that go up and down. The symbolic graphic motif M is in the form of an infinite loop, which emphasizes the joy that will continue within the multiplex. The formative elements of M and MAX have been variously modified, including frames, lines, and cotton, consistently extended to pictograms and various marketing materials.​​​​​​​

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