Wild & The Moon (De Pijp)

Wild & The Moon established its presence in De Pijp, Amsterdam-Zuid, in January 2022. The location at Van Woustraat 138 positioned itself as 100 percent plant-based, gluten-free, and focused on “healthy, accessible and stylish” grab-and-go. The formula stemmed from a founder-driven lifestyle vision and evolved into a Parisian brand that presents itself as a movement.

Several public listings reported a (permanent) closure of this location in 2025. Therefore, it is advisable to check the current status before planning a visit.

The driving force behind the concept is Emmanuelle “Emma” Sawko, with previous ventures including Dubai and Comptoir 102. The brand speaks of a “Wild Tribe” of chefs, nutritionists, and naturopaths. The Amsterdam introduction utilized membership language and a soft pre-opening for “members”, making it feel more like joining a community than simply ordering something at the bar.

The house rules are strict and clear. Everything is plant-based, gluten-free, and free of refined sugars. The kitchen works with organic, “pure” ingredients and seasonal recipes. The promise is that change remains tasty and accessible “meal by meal”, without being preachy.

Regarding coffee, the Amsterdam location explicitly partnered with Bocca Coffee, a local specialty roaster with B Corp certification and a transparent sourcing approach. This choice marks a departure from generic blends and makes the coffee sourcing recognizable to the Dutch specialty scene.

The menu distinguishes itself with a vegan Bulletproof Coffee, which is rarely a standard offering at coffee bars in Amsterdam. The drink is viewed as a keto-style energy booster and fits within the plant-based framework, for example, by using coconut oil instead of butter. Additionally, the “Macaccino” stands out, available hot or iced, combining coffee with functional ingredients such as maca and cocoa.

The documented preparations lean on café classics such as espressos, latte variations, and filter coffee. Cold options like cold brew were mentioned in the reporting around the opening. No clear evidence was found online for hand-brew methods such as V60 or Chemex at this location.

The community approach was central during the Dutch launch, featuring invitations for “Wild Tribe Members”. The brand programmed events at least at sister locations, such as workshop series on Thursdays. This approach explains why Wild & The Moon often comes across as a wellness club rather than a traditional coffee bar.

The De Pijp profiling appears primarily as “grab lunch or coffee and move on”. Guides and reviews emphasize the limited seating capacity and small scale. The social rhythm is brief and functional, not designed for long laptop sessions.

Sustainability is not an add-on but a core rule. In Dutch reporting, the brand claims to operate without plastic packaging and to actively limit food waste. The most tangible measure is the resale of daily leftovers via “surprise baskets”, ensuring food is not thrown away after closing but reaches locals at a reduced price.

Ingredients are consistently presented as organic and “pure”, with daily mise-en-place from their own WILDlab kitchen. This underscores a “made today” position, in contrast to outsourced standard chains. The coffee partnership with Bocca strengthens the sustainability narrative, thanks to that roaster&#82ness; public positioning around social and ecological standards within a B Corp framework.

The Amsterdam locations received the LEKKER VEGA Keurmerk GOUD, which marks a fully vegetarian menu with many plant-based options. Media regularly profile Wild & The Moon as a “healthy hotspot”, often mentioned in coffee-to-go overviews because of the Bulletproof Coffee and a wide range of latte and matcha variations. In reviews, the appreciation for “healthy + tasty” stands out, with praise for bowls, bánh mì, patisserie, and juices.

Criticism focuses primarily on premium pricing and limited seating. This combination makes the formula attractive for quick stops and conscious choices, but less suitable as a long-term workspace.

Wild & The Moon illustrates how a coffee offering can stand out within a broader wellness framework. The blend of specialty sourcing, functional drinks, and a zero-plastic ambition creates a recognizable narrative that extends beyond espresso execution alone. For entrepreneurs, baristas, and roasters, the following observations provide concrete takeaways.

• Positioning: combine specialty coffee with clear lifestyle values to increase differentiation.
• Assortment: offer a signature drink with a functional twist, such as a plant-based “energy booster”.
• Operations: reduce waste via end-of-day flows and communicate this visibly to the neighborhood.
• Experience: activate a community using member-focused language or workshops to deepen loyalty.
• Space Utilization: make a conscious choice between a high-turnover to-go model and a seating strategy.

In summary, Wild & The Moon (De Pijp) linked a strict, plant-based philosophy to specialty coffee and functional signature drinks. The result was a recognizable urban format focused on fast quality and a distinct sustainability story. Reported signals of closure in 2025 require current verification, but the underlying approach remains a relevant source of inspiration for players in the Dutch coffee market.