To some, it’s a branding and design studio. To others, the paradigm of creative thinking: question everything, intimidate, leave a mark.
Morbo was born in the middle of the pandemic with a hit under its arm: Vicio. The brutal branding and visual identity project for the iconic burger joint put them on the map, and they haven’t stopped since.
We joined them to shape their voice, narrative, and content strategy and creation based on the subversive vision of their founder, Pablo Amade. A vision condensed into the tagline ‘Brands that provoke’, which reflects their conviction to challenge the status quo in order to offer something unexpected and make a real impact on the industry and on consumers.
Writing the website copy was a copywriting exercise that not only established their tone of voice – revealing, provocative, witty – but also cemented the intent behind the message: “we find your brand’s morbo and show it off shamelessly”.
From there, through content strategy, we helped Morbo develop a storytelling that would culminate in its own working methodology: the ‘Morbo Method’, inspired by the natural process of morbo (morbid fascination) understood as a mechanism of human evolution. A process with three phases:
- The desire to explore limits and taboos (strategic questioning).
- Provocation to alter the environment (creative disruption).
- The change of perspective it generates (brand impact and industry transformation).
Morbo hasn’t been just another project, but a kind of sourdough starter that keeps fermenting rationales, ideas and ways of understanding branding under one radical motto: provoke or die.
