Antonio Mula — Premium charcuterie since 1963
Tradition meets excellence since 1963
A restyling for Antonio Mula®, premium Spanish charcuterie since 1963. The new identity keeps the brand’s heritage and craftsmanship and gives it a more elegant, contemporary finish.
Pantone® 7421 C
C35 M100 Y55 K70
#651B31
Pantone® Black 6 C
C75 M50 Y30 K100
#101820
Pantone® 7604 C
C0 M20 Y23 K38
#9D7E79
— Typography
Erstoria, a serif with elegance and strength, for the name. Brutal Milk No 2 for the taglines “Desde 1963” and “Alta charcutería”.
— The grid
The logo follows a precise grid based on the letter A, which also shapes the iconography.
— The monogram
An A and an M combined into a minimal monogram that speaks of tradition and craft.
The colour palette
A tribute to tradition
A palette inspired by the tones of the charcuterie itself, reflecting tradition, quality and craft.
The restyled logo
The iconography system
The seal. The isotype and the tagline in a circular stamp that stands for continuity and quality.
The 5-star mark. Five stars drawn from the A of the logo, a visual guarantee of the product’s quality.
A timeless brand for the modern world
The restyling bridges tradition and modernity across every touchpoint, from typography and colour to packaging and advertising, while staying true to the brand’s heritage.
Project sheet
A Spanish charcuterie brand with more than six decades of history.
- StrategySix decades of history, modernised and true to its craft
- Verbal identityTradition and excellence: the messages of a brand since 1963
- Visual identityLogo and AM monogram, Erstoria and Brutal Milk No 2, colour palette, seal and 5-star mark
- ApplicationsPackaging and advertising
- Brand guidelinesGrid based on the letter A and usage rules
To modernise a brand with a long history while staying true to its heritage and craft.