At TOTEM Branding, we are passionate about being catalysts for bold transformations. And few projects better illustrate that ambition than the 180° rebranding we led for UBBO in Portugal. It was as much about reinventing an experience as it was about transforming a brand from a traditional model to a fundamental, vibrant, and memorable part of people’s lives.
Our challenge, co-created with the vision and trust of Eurofund Group, was ambitious: to transform a traditional shopping center into Portugal’s first Shopping Resort. A space where the vast premium retail offering (more than 280 stores) would harmoniously merge with culture, art, entertainment, and leisure, creating memorable experiences for all generations.
To achieve this profound transformation, we delved into every detail of the brand, aligning ourselves with its new strategy:
1. Naming with Purpose: The name UBBO was born from the union of “urban” and “bocage” (nature), encapsulating that fusion between the city and green spaces. And for the vibrant food court, we created FUBBO (Food + UBBO), a brand with its own visual code that divides it into zones by lifestyle (family, youth, corporate), elevating the dining experience to a new level.
2. Vibrant Visual Identity: We designed a flexible and dynamic identity, with a logo that reflects diversity and experiences, and a fresh color palette and modern typography, bringing every corner of this new brand to life.
3. 360º Brand Activation: We brought the identity to every moment of truth for the customer. From creating a fluid customer journey to applying the brand to all physical and digital elements of the resort. Every detail was conceived coherently, ensuring that UBBO’s identity was fully experienced across all touchpoints. The brand came to life, because, in the end, how you make people feel is your brand.
Today, the success of this transformation is validated by facts: For the sixth consecutive year (2020-2025), UBBO has been awarded the prestigious “Consumer Choice” award in the Greater Lisbon retail space category. UBBO is a benchmark in customer experience and a trusted brand for millions of people in Lisbon and throughout Portugal.
From TOTEM Branding, with the experience of leading projects globally, we are deeply grateful to Eurofund Group for their audacity and for trusting us to lead this rebranding. This project is a testament to what can be achieved when passion, vision, and mutual trust come together.
Let us continue to build projects with soul, where each space becomes an unforgettable experience.
Thank you for believing in the power of branding to create the future!
