¡Qué Mole!
¡Qué Mole! is a vibrant Bronx-based ghost kitchen designed to bring Oaxaca’s rich Mexican culinary heritage straight into people's homes. Created by the founders of Tobalá to meet a booming demand for premium takeaway & delivery, the brand is built on culture and joy. This visual identity is inspired by Oaxaca’s lively streets and markets, striking a balance between authentic heritage and playfulness. The design features organic, wavy shapes that mirror the liquidity of mole, paired with a bold, colorful palette of earthy browns, fiery chiles, and vibrant pinks.
THE PROCESS
We designed and developed the ¡Qué Mole! brand from the ground up, translating their business model into a high-energy brand. We established a storytelling ecosystem rooted in the "city of the seven moles," mapping each traditional flavor profile to a symbolic animal guide. Ranging from the jaguar of the Mole Negro to the playful monkey of the Manchamantel. Together with a scalable packaging and digital identity, we built a brand system designed to turn a food delivery order into a shared, colorful experience.
CREDITS
Client — ¡Qué Mole!
Brand Identity & Packaging Design — meh. Design Studio
Designers — Miguel Souto, Márcia Quintela Viana
Videography & Photography — Gabriel Ureña @gabriel_urena; Sol @thesenseswefeel
Year — 2025
¡Qué Mole!
¡Qué Mole! is a vibrant Bronx-based ghost kitchen designed to bring Oaxaca’s rich Mexican culinary heritage straight into people's homes.
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