Müix Special Flavour Snacks Is A Nod To "La Muixeranga"
by Chloe Gordon on 01/13/2022 | 3 Minute Read
Mu?ix branding and packaging project for Barquellas Snacks. A Valencian brand of Gourmet nuts, a brave bet towards the innovation of combinations and flavors to awaken feelings and pleasures, giving a twist to the company’s family tradition. The range consists of two different categories, democratic and premium.
Our proposal has been to provide storytelling to the brand by creating different characters that allow us to obtain notoriety and give rise to endless applications and creative actions.
A launch tasting box has been designed containing all the product varieties. The house- shaped die-cut evokes a farm where all the little animals of the "Authentic Mixes Factory" family live together.
Different POS pieces have been developed, one display for each mix, in which the corporate resource of the striped canopy can be seen more strongly.
The Mu?ix brand is a wink to "La Muixeranga", the traditional festival of Algemesi?, the company's place of origin and known worldwide for its human castles. A tradition that shares many values with the brand, such as effort, perseverance, unity and enthusiasm. At a visual level, the graphic resource of the awning transports us to the popular festive universe and evokes the striped textile print of the typical Muixeranga clothing.
Each product has also been differentiated by color and type of packaging, flat inks with heat- sealed pouch for the democratic category and metallic colors with doypack for the premium category.
At a graphic level, the characters are animals illustrated in an engraving style and arise from the characteristic flavors of each mix. The farmer rooster for the "Rustic Mix", the authentic traditional flavor of the village; the baseball raccoon for the "Yankee Mix", the American flavor with a mix of smoked BBQ and spicy notes of chili; the boy scout bear for the "Hunny Mix", the power of Tex-Mex with the sweetness of honey that will take us back to childhood; the master cat sensei to represent the "Exotic Mix", a trip to the Japanese sushi bar with a mix of wasabi, citrus and pepper; and finally the poodle with a Marie Antoinette look for the "Royale Mix", a sweet and sophisticated flavor that will transport us to the French campaign's pastries with aromas of orange, pistachio and honey.
It has been a long process, in which we have enjoyed the trust and creative freedom from the client, in order to find a solution that meets the final objective. To create a design in line with a brand that wants to stand out in the sector, open to explore new codes and that is bravely betting on differentiation by innovating in consumer experiences.
- Creative Direction: Eva Guadalupe
- Graphic Designer: Belén Rodríguez