Mübo
Building Mübo as a flexible food brand and packaging system
Mübo was created to become a new mass-market food brand for prepared meat products — one able to speak in a fresher, more relevant way than the category usually does.
From the beginning, the challenge was bigger than packaging.
It meant creating the brand from scratch: defining its strategy, narrative, tone of voice and visual identity, then translating all of it into a scalable system across burgers and ready-to-eat products.
CLIENT
Mübo (by Frimancha & Grupo Vall Companys)
SERVICES
Brand strategy
Naming creation
Narrative
Tone of voice
Visual identity
Packaging system
Art direction
Creating a brand for real life
The strategic foundation of Mübo was built around a simple idea: food should adapt to real life, not the other way around.
The brand territory “Cocina como vives” framed Mübo as a flexible, practical and contemporary food brand — one designed for different rhythms, moments and needs, without losing quality, enjoyment or personality.
A category that needed a different tone
The category was crowded with descriptive positioning, product-led narratives and a more corporate, traditional visual language.
Mübo needed to feel different from the start: fresher, more human, more modern and closer to how people actually live, cook and choose food today. That shift shaped everything from the messaging to the visual world of the brand.
Defining the brand system
We worked on the core foundations of the brand: positioning, narrative, tagline, tone of voice and identity.
This included building a verbal and visual system able to hold together multiple categories and formats, while keeping the brand clear and recognizable. A big part of the work was making Mübo feel dynamic and expressive, but also coherent enough to scale.
Designing an identity with rhythm and flexibility
The identity was built to feel energetic, contemporary and approachable.
A bold typographic system, expressive color palette, custom category iconography and a risograph-inspired illustration style helped create a world that feels more playful and human than what is typical in the sector. The result is a brand that can move across product, campaign and content without losing consistency.
From burgers to 5th range packaging
We translated the brand into a scalable packaging system across the burger range and the ready-to-eat / 5th range portfolio.
The goal was not just to design individual packs, but to create a structure: one that could organize different recipes, formats and categories while balancing recognition, differentiation and shelf presence. A system designed to grow with the range, not break with it.
Building the brand beyond pack
The project also defined a broader application system for Mübo.
Photography direction, social media language, illustration, iconography and branded applications were all designed to reinforce the same idea: a food brand that feels real, current and connected to everyday life — not just a product on shelf.
A brand designed to scale
Mübo now has the foundations to grow as a coherent brand, not just as a product range.
What started as a new launch became a complete system — with the strategy, identity and packaging logic needed to support expansion across categories, touchpoints and future communication.
Guiding the brand as it evolves
Beyond the launch, Guinda continues to collaborate with La Joya through ongoing art direction and strategic advisory.
Working closely with the internal team, we ensure the brand evolves consistently across communication, product development and new initiatives.
Services
Brand strategy
Naming creation
Narrative
Tone of voice
Visual identity
Packaging system
Art direction
Credits
Photography by Gemma Casqueiro
Illustrations by Laura Armengol
Developed in close collaboration with La Joya’s Marketing team — an ongoing partnership shaping how the brand evolves and is applied over time 💜