MBRF is born as one of the largest food companies in the world, the result of the union between Marfrig and BRF, both founded in Brazil. Its vast portfolio spans different proteins through iconic brands that are part of the daily lives of millions of people, such as Sadia, Perdigão, Qualy, Montana, and Pati. The numbers are impressive: presence in 117 countries, 130,000 employees, more than 425,000 customers, and over 8 million tons of food produced every year.
The challenge was to consolidate the union of these two food powerhouses under a single global identity, reinforcing their market leadership with brand equity and added value.
The creation of MBRF opened the door to redefining the role of the corporate brand within a house of brands model. The brand needed to act as a system capable of organizing, connecting, and driving different business fronts. The insight came from this duality: large organizations only move forward when they manage to balance direction and movement, business vision and humanity.
From there, we defined the Creative Idea that guides the entire project: grow with focus to expand with consistency.
The identity was designed as a living system, able to operate at global scale and across multiple contexts.
The symbol is built from circular shapes that suggest integration, continuity, and cycle. Its ambiguous construction references the “M” without being literal, reinforcing the idea of a brand in constant transformation. The typography strikes a balance between personality and control, allowing the brand to move between the institutional and the expressive with consistency.
The color palette organizes this duality. Shades of blue build a foundation of trust and solidity, while the secondary colors connect the brand to its portfolio, creating closeness and recognition.
At the heart of the system are two complementary movements, derived from the same element: Focus, which structures, guides, and brings clarity; and Expansion, which amplifies, expresses, and generates dynamism.
This logic allows the brand to adapt to different contexts without losing coherence. From institutional communication to digital interfaces, from physical applications to internal culture, the identity behaves as a flexible and scalable platform.
The new identity establishes a solid foundation for MBRF to operate as a global brand from day one. The system ensures consistency across all touchpoints while offering freedom to evolve and adapt.
In a context of transformation, MBRF now has a brand that lives up to its role in the world: clear in direction, consistent in execution, and ready to expand.
