Name: Mimmar
Category: empanadas store
Project: visual identity and Illustrations
Location: Barcelona. Spain


The Project
Mimmar is a Barcelona-based empanada brand born to build bridges through food. My challenge was to translate their "Mediterranean Soul" into a vibrant, engaging visual language that moves away from cold, industrial food branding and toward something deeply human, local, and playful.

The Concept: A Mediterranean World
To bring the brand’s "MiMar" (My Sea) philosophy to life, I developed a rich visual universe centered around the exchange of cultures and the joy of sharing. The identity is built on three pillars:

• The Illustrated Map: A custom-designed map of Catalonia that roots the brand in its territory. It highlights the origin of our 0km ingredients and celebrates the local landscape that defines the Mediterranean diet.
• The Characters: I created a cast of "funny characters" representing the diverse and vibrant spirit of Catalonian culture. These figures represent the friends, family, and neighbors that Mimmar aims to "pamper," turning every box of empanadas into a storyteller.
• Respectful Tradition: The design balances the artisanal nature of the product (fresh, preservative-free) with a modern, upper-middle-class aesthetic that feels premium yet accessible.

Design Strategy
The goal was to create a "world" rather than just a logo. By using illustration as the primary tool, we challenge the way people interact with traditional dishes. The packaging and identity don’t just hold food; they facilitate a moment of discovery, humor, and connection at the dinner table.

Mimmar is more than an open store of empanadas—it is a visual celebration of life by the sea, designed for those who value taste, culture, and the art of sharing.