Greenstone, a hospitality and F&B group approached Mucho to brand a group of medium to high quality restaurants, all with very specific concepts and circumstances. By connecting the values of Harmony and Pleasure we created a strong and emotional purpose. It was also important to make the customer the center of the restaurants, offering a urban eden concept. All of the restaurants were to be related somehow, through a general concept of healthy natural food, but each one keeping its unique character. Belbo is the name for the whole collection. An icon representing the goddess of agriculture, Demeter, was the symbol that brought the different outlets together. For each of them we developed, a unique name and visual language, while keeping the Demeter symbol and typography consistent for the whole series.