Moooqueta
Moooqueta is a smoky, spicy BBQ sauce with a unique differentiator: the presence of Brazilian Malagueta pepper, extremely hot.
We explored the sensations caused by the product and found the expression "It's strong like a punch," which led us to the Brazilian term "Muqueta" (a very strong punch). Combining this with the bull's onomatopoeia "Moooo" - a barbecue reference - we created MOOOQUETA. The visual identity symbolizes the impact of a punch through elements from the boxing universe: star graphics, gloves, and boxer bulls. The logo was designed to express the sensation of impact, while the traditional segment palette (red, black, and gold - referencing the boxing belt) maintains familiarity with the audience, allowing the innovative identity to break patterns without alienating consumers.
The brand now communicates extreme strength in an authentic and memorable way, differentiating itself from competitors through a genuine concept that connects spiciness, barbecue tradition, and Brazilian culture in a unique market narrative.
Designed by Luís Oberherr - Lober Studio.
