Naming
Graphic identity
Art direction
Illustrations

Marzianos

BRIEFING

This small producer of sugar-free doughnuts from the Basque Country approached Supperstudio looking for a comprehensive project: naming, branding, and packaging. They wanted a fun and memorable identity that would set them apart from their competitors, capturing their unique essence and playful spirit. The goal was to create a visually striking and engaging brand that would immediately connect with consumers while highlighting their commitment to delicious, guilt-free indulgence made with high-quality, natural ingredients.

NAMING

The naming idea came to me while looking for a similar connection to other Spanish sweets, such as 'Manolitos' or 'Carolinas'—traditional pastries that have adopted human names. I wanted to follow that cultural pattern but with a unique twist. The final spark of inspiration came from 'Marzianos,' meaning 'Martians' in Spanish—a playful name that suggests these doughnuts are so delicious, they’re out of this world. It perfectly captures the idea that their taste is unbelievably good, making it hard to believe they’re actually sugar-free.

VISUAL CONCEPT

The visual concept came naturally with such a playful name and tagline. An icon of a giant, doughnut-shaped UFO abducting everything in its path became the perfect reference—an amusing nod to the kids of the '80s who grew up with Alien and E.T. films. To bring this idea to life, the design needed a font that blended modernity with vintage charm, paired with a bold, fluorescent color palette that made the brand feel as vibrant and otherworldly as its name suggests.

LOGO & ICON

The logo perfectly embodies the brand’s playful spirit while channeling a strong '80s influence. Its bold, blocky typography—originally crafted by Atipo foundry—echoes the aesthetics of early computer fonts, giving it a nostalgic yet modern edge. This distinctive structure also allows for versatility, adapting seamlessly into both horizontal and square formats. The icon, outlined in a thick stroke, humorously depicts the abduction scene, reinforcing the brand’s out-of-this-world concept. All of this is further amplified by a striking fluorescent color palette, enhancing the retro-futuristic aesthetic. The result is a visual identity that evokes both nostalgia and excitement, aligning perfectly with the brand’s promise of a flavor experience that is at once familiar and unexpectedly bold.

PACKAGING

The logo and icon are so bold and meaningful that it would have been a missed opportunity not to showcase them at full scale. The packaging follows a simple and graphic yet striking approach, with several variations—each maintaining the same design but featuring a different fluorescent color for every box. This vibrant, high-impact system enhances brand recognition while making each package feel unique and collectible.

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