Muy Mucho:
Brand repositioning through
a new lifestyle narrative

Redefinition of the strategy, identity and communication for Muy Mucho, a home decor chain with more than 185 stores worldwide. 

Muy Mucho sells nicely curated home decoration and houseware products at a fair price, but it was perceived as a cheap bazaar. Our work aimed to shift this image, turning Muy Mucho into a space where quality, good taste and price meet.

The brand strategy aimed to empower the consumer, letting people know that you don’t need to spend a fortune to live in a place you love and feel proud of. Muy Mucho suddenly became a place to discover affordable treasures. “Nice things at a good price” was the mantra that guided the project and informed our decisions.

Since there are more than 1,500 products on display in the stores, packaging was a key feature to communicate the values of the new brand. Muy Mucho’s new packaging focused on the quality and coolness of the product, while the in-store communication made it clear that these were inexpensive items.