{"id":709,"date":"2026-08-13T14:11:55","date_gmt":"2026-08-13T12:11:55","guid":{"rendered":"https:\/\/joaquinprior.com\/casos\/morbo\/"},"modified":"2026-10-07T16:13:44","modified_gmt":"2026-10-07T14:13:44","slug":"morbo","status":"publish","type":"cas","link":"https:\/\/joaquinprior.com\/en\/casos\/morbo\/","title":{"rendered":"Morbo"},"content":{"rendered":"

To some, it\u2019s a branding and design studio. To others, the paradigm of creative thinking:<\/strong> question everything, intimidate, leave a mark.<\/p>\n

\"Morbo<\/p>\n

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\u2019t stopped since.<\/p>\n

We joined them to shape their voice, narrative, and content strategy and creation<\/strong> based on the subversive vision of their founder, Pablo Amade. A vision condensed into the tagline \u2018Brands that provoke\u2019<\/strong><\/em>, 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.<\/p>\n

\"\"<\/p>\n

Writing the website copy was a copywriting exercise that not only established their tone of voice \u2013 revealing, provocative, witty \u2013 but also cemented the intent behind the message: “we find your brand\u2019s morbo and show it off shamelessly”.<\/p>\n

From there, through content strategy, we helped Morbo develop a storytelling that would culminate in its own working methodology: the \u2018Morbo Method\u2019, inspired by the natural process of morbo (morbid fascination) understood as a mechanism of human evolution. A process with three phases:<\/p>\n

    \n
  1. The desire to explore limits and taboos (strategic questioning).<\/li>\n
  2. Provocation to alter the environment (creative disruption).<\/li>\n
  3. The change of perspective it generates (brand impact and industry transformation).<\/li>\n<\/ol>\n

    Morbo hasn\u2019t 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.<\/p>\n","protected":false},"excerpt":{"rendered":"

    \u2018Brands that provoke\u2019: voice, narrative and content strategy for the Morbo studio (creators of Vicio).<\/p>\n","protected":false},"featured_media":708,"template":"","categoria_cas":[32],"subgrup_cas":[36,37,33],"class_list":["post-709","cas","type-cas","status-publish","has-post-thumbnail","hentry","categoria_cas-contento","subgrup_cas-content-planning","subgrup_cas-content-planning-2","subgrup_cas-content-strategy"],"acf":[],"yoast_head":"\nMorbo - joaqu\u00edn_prior<\/title>\n<meta name=\"description\" content=\"\u2018Brands that provoke\u2019: voice, narrative and content strategy for the Morbo studio (creators of Vicio).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/joaquinprior.com\/en\/casos\/morbo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Morbo - 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