What does a company do when the city it’s named after is no longer big enough for its ambitions? This is the challenge San Sebastián Food asked us to help them solve as they expanded into multiple cities across Spain.

San Sebastián Food has a loyal following as a market leader in food and travel experiences in the city. But to support their expansion plans we needed to devise a brand strategy that repositioned them as curators of food and travel experiences for the whole of Spain and beyond.

Through a series of workshops and discussions with the client we honed in on the name ‘Mimo’, which comes from a Basque word used in cooking to describe the care, respect and attention that goes into their unique cuisine.

For Mimo we developed a brand identity and supporting material inspired by the geographical and cultural cues from each unique destination; from San Sebastián’s rugged Atlantic coastline to Mallorca’s rustic and mountainous interior.