Goxo, the delivery brand of chef Dabiz Muñoz, required a redesign of its identity to bring to the public the hedonistic, creative, transgressive and gourmet proposal of one of the best chefs in the world. The chef’s personality, creativity, innovation and transgression are the inspiration for the proposal to take the brand to a higher segment of the market. Goxo is Food and Furious.

Goxo puts on the helmet of the best chef in the world to take his dishes home. And what would Dabiz’s motorcycle helmet look like? Obviously with a crest, full of studs, black and very connected to the chef’s personality and attitude. This is the first element of the brand.

 

The second element is the wordmark which, like the chef, is versatile, changeable, playful and unexpected. It takes on a multitude of shapes and adapts to spaces and forms in an agile and intelligent way.

 

 

Safe and versatile packaging

With Goxo’s packaging design we faced three challenges: first, the multitude of formats, one for each dish; second, a dynamic menu, dishes come and go very quickly, which until now meant that specific packaging had to be designed; and third, many dishes suffered from movement during the journey from Goxo’s kitchens to the home.

 

Our solution was to optimize formats to the maximum, designing multi-purpose packages that can be used with different dishes on the menu. Now Dabiz Muñoz’s new creations can be incorporated without the need to design and manufacture a new package for each new recipe. This has meant savings in materials and costs; and an improvement in logistics and shipment preparation processes. And finally, we carried out a size study of the containers to ensure that they all fit together as a solid block, resistant to the possible ups and downs of the trip.

 

The Goxo containers interact and fit together perfectly ordered as if they had come out of Marie Kondo’s mind or if it were a Tetris game.

 

 

Supperstudio is a branding agency that, based on talent, vision and dedication, offers its creative services to companies, brands and friends. It has been working since 2003 to generate ideas that can be expressed in multiple situations, developing branding projects for products or services, packaging, creativity for physical and retail environments, branding in digital environments, advertising campaigns and production and branding of special actions and events. It is the only Spanish agency recognised by the Pentawards as Agency of the Year twice in 2021 and 2016. Its track record includes more than 100 awards received in the main packaging competitions: D&AD Awards, Vertex, FAB Awards, Laus and Best!n Food, among others.

 

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