Mussum is a restaurant specialized in signature sandwiches and located in one of the main streets of Madrid. Despite of having been working in the same sector for many years, they wanted to give a new fresh look to their brand so that the customer begins to go to their restaurant looking for the food quality, and not because of the proximity, as it has been done up to now.

Visualy, the the studio’s job was to make the consumer not conceive the sandwich as a second-class food, but as a elaborated dish that can become gourmet.

To do this, we created a naming with its own history, starting with John Montagu, IV Earl of Sandwich who, while playing a game of cards, “invented” the sandwich when he thought of inserting some pieces of roast beef between some cross-cut breads. We thought that the game could be any card game and nothing  better than Mus, a typical game from Madrid. And with this we created “MUSSUM”, a palindrome with a lot of strength and diction for the brand name.

For the branding of the brand we made a very modern sans serif condensed typeface, which was designed and conceived to be read equally from left to right as from right to left. The logo is divided into two parts (crossed out) and this, together with the symmetry of its name, allows us to emulate the morphology of a sandwich, bread, some food inside and again bread. A subtle simile, which, although not generally appreciated, makes reference to our purpose and allows us to make a set of cross-marks throughout the brand’s branding.