Indeed, a lot of cars of that era look similar - a malady that afflicts current automobiles, though now they are uniform and bland, versus uniform and jaunty (IMO).
Like may cars from the pre-WWII period in the US, this vehicle was built by a company that flourished as a horse-carriage builder, and then made the switch to automobiles. A critical difference between the Moon you pictured and this car, is the absence of running boards. One other early innovation from this brand remains virtually universal today.
To the best of my knowledge, this company designed it's own coachwork, though early cars featured many outsourced mechanical bits. By the early 1930's this maker had ceased to build automobiles; it stayed in business by manufacturing car bodies for mainstream brands for a few more years, but I don't think Moon was one of them.
