Pedro Yildiz Morgado
Creative Director at Fullsix Portugal
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Madre Mia!

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

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 brand moodboard
Madre Mia brand moodboard
Madre Mia packshot
Madre Mia! packaging chips
Madre Mia! packaging chips
Madre Mia! packaging chips strategy
Madre Mia! packaging chips strategy
Madre Mia! packaging chips strategy
Madre Mia! packaging chips strategy