Mugma Branding
Mugma · 2025 · Brand strategy + identity
One brand, split into two.
What started as a single film became a four-month rebrand.
The brief
Mugma came in for one deliverable — a brand film. Strategy work uncovered a bigger problem: a single brand trying to live in two very different markets. Boutique cafés on one side, supermarket aisles on the other. The answer wasn’t a tagline. It was a split.
One brand. Two routes.
The split
↓ Below: Mugma
HORECA only. Substance over spectacle.
Mugma
Mugma is the HORECA face — hotels, restaurants, coffee shops. Built around a small set of principles: aesthetic intelligence, cultural gravity, patience. The brand doesn’t chase trends; it builds the context that pulls them in.
Five principles, written for the people pouring.
Values
The visionary director.
Personality
Absolute. Yet the tone changes for context.
Voice
Type, palette, applications.
System
↓ Below: Laba
Consumer aisle. Effortlessly pleasant.
Laba
Laba is the consumer face — supermarket placement, home brewing, faster decision. Warmer voice, lower threshold, a small spark in the everyday. Same parent as Mugma, very different posture.
Sense-led. Human-centric. Approachable.
Values
A friend who happens to know coffee.
Personality
Warm, generous, never precious.
Voice
Type, palette, applications.
System
Credits
- Client
- Mugma
- Strategy & creative direction
- SABOTAGE
- Identity & brand books
- SABOTAGE
- Photography direction
- SABOTAGE
- Typefaces
- Carlgine, Certia
- Status
- 2024 → ongoing