The power of storytelling in FMCG
Packaging of the World
The Dieline
Branding | Strategy | Packaging | Communication
An exclusive brand of Continente, the Portuguese leading supermarket chain, Madre Mia! is a bold story for a potato chips brand. Competing with a large number of already established brands in the stores’ shelves, powerful stopping power was a fundamental issue.
Inspiration came from a complete universe of legendary villains and Madre Mia!, a well known Spanish exclamation. Under the "Dangerously Delicious" concept, developed in a Tex/Mex inspired visual territory, an unusual collection of “Wanted Man” was born, each one representing the different flavors of chips, nachos and sauces.
The packaging really stands out in the linear, thanks to the vibrant chromatic palette chosen, matching the brand’s strong character. Now that “The Most Wanted Snacks", are out there, no one will escape them.
Role
Creative Director
Team
Pedro Morgado, Pedro Vilar, Design director
Pedro Morgado, Filipa Serra, Frederico Paixão, Design
Maria Caeiro, André Oliveira, Writers
Madre Mia! is the most surprising brand in the history of appetisers. Madre Mia! is the most surprising brand in the history of appetisers. Being an exclusive of Continente, the portuguese leading hypermarket's chain, this had to be a strong, bold and visually appealing brand, as it is intended to compete with a large number of already established brands in the stores' shelves, where powerful stopping power is a fundamental issue.
