Madre Mia!

Creative Agency: FUEL Lisboa
Creative Director: Pedro Vilar
Designers: Filipa Serra, Fred Paixão
Copywriter: Maria Caeiro
Project Type: Produced, Commercial Work
Client: SONAE MC
Location: Lisboa, Portugal
Packaging Contents: Snacks & Appetizers
Packaging Substrate / Materials: Plastic

Madre Mia! is the most surprising brand in the history of appetizers, a branding project which involved the creation of naming, visual identity, packaging and communication.

Intended to be the exclusive brand of the leader retail hypermarket’s chain, it was fundamental that it had the necessary stopping power, competing with the large number of already established brands in the stores’ shelves.

Inspired by a universe of legendary villains, Madre Mia! takes us to a world of great visual richness and endless storytelling, giving birth to an unusual collection of ‘Wanted men’, each representing a variety of chips, nachos and sauces.

 Al Camone, Money & Clyde, Silly the Kid, John Stinko and Messy James are just a few of the characters integrating this fearsome album, characters whose names result from a fun word game built on phonetics, which supports the tone of communication of this young and irreverent brand. 

Visually appealing, Madre Mia! presents a powerful graphic heritage, which includes specific icons for each of its products, thus reinforcing the whole creative concept and its storytelling. The brand also stands out in the linear thanks to a dynamic and vibrant chromatic palette matching its juvenile character.

Now that “The Most Wanted Snacks”, are out there, no one will escape them. “Dangerously Delicious. Not tasting them is a crime.”