Brewer with a vision
I was very proud to be asked by Motxo CEO Ben Breuner to lead the branding effort. We worked in unision to conceptualize and produce Motxo’s bold new brand. Ben and I felt that by focusing on rapid feedback and iteration, the re-brand could shape into something distinct and memorable.
New Ideas
It started with understanding the essence of what Motxo is. I learned the story behind the company and undertook weeks of research and sketching.
With that foundation, we established a set of objective criteria that Motxo’s brand identity would have to meet. The main idea was to create a striking visual language without totally departing from the old logo. We invesitgated many concepts, from Don Quixote riding a bike to swirling liquid dunes. I created a load of sketches and investigated upwards of 15 initial directions. From that, I created presentations and built several visual systems for the best logo.
Mixing up a new brand
While a new visual identity is much more than a new logo, it is the logo that people associate with the brand. So what does the new Motxo logo—the mountains and star—actually mean?
Motxo is an exciting mixer for nature hiking, sunrise seeking, botellon-street dancing, people who believe life is meant to be experienced. The people who aren’t afraid to mix it up.
Motxo’s new visual identity draws on the adventurer’s desire to mix it up and explore the unfamiliar. At the heart of the identity is a distinctive mountain range and a star that juxtaposes positive and negative space to reveal the symbol. Furthermore, this spacial contrast represents Motxo’s unqiue blend of wine and cola, creating a new drink with familiar ingredients.
Rollout
After a months of logistic and creative work (as well as a number of free drinks) the time came to implement Motxo’s new visual language. Most of Motxo’s designs centered around advertising and packaging. We’re incredibly proud of Motxo’s new visual identity. We hope you love it as much as we do.
