UDUPP

MUJAM

Branding
2021 | Barcelona Spain
MUJAM – Museo del Juguete Antiguo Mexicano

Project Overview

This project involves redesigning the visual identity and corporate image of the “Museo del Juguete Antiguo Mexicano.” The process began with a SWOT analysis of the existing brand, followed by the development of a general and graphic concept, a personality analysis, and a study of the chromatic range and typography. Based on these insights, we created a new logo, corporate stationery, advertising and informational materials, a landing page, and merchandising items.

General & Graphic Concepts
The project is guided by the theme of “Playful Explorations and Childhood Nostalgia.” This concept is tied to the aesthetics of educational toys made from wood and wire.
For the graphic concept exploration, we focused on two types of educational toys: wooden pieces and bead labyrinths. This approach led to the design of letters that become interactive elements, with wire forming the word “MUJAM” and colorful shapes representing the wooden beads. This allows for the creation of a dynamic and variable logo. The concept emphasizes composition, movement, and materiality, exploring a universe rich in graphic possibilities. It enables a flexible visual system that plays with the expansion of graphic elements, creating a vibrant and adaptable identity for the museum.