A new vision for a blue and white bull jersey.

Bravery Powered by Passion

Designing a new experience for Toros de Celaya FC


Celaya FC – better known as “Los Toros de Celaya” – is a soccer team with over sixty years of history. The team has succeeded in attracting to its ranks iconic figures of international soccer such as Hugo Sánchez, Míchel González, and Emilio Butragueño. Currently, the team fights on the MX Promotion League. Among its achievements are two promotions and a second place in First Division.

Under new management, Celaya FC invited MBLM to consult in the development of a new vision that revives team spirit among Celayan fans, the community, and the soccer industry in general.


MBLM designed the concept “Bravery and Passion” along with a new mantra, identity, key messages, and rites and rituals which make up “The New Toros FC Generation.”

A blue bus with a new vision parked in a parking lot.
New vision for a Brazilian football club.
Passion es creer en una nueva visión.
Three men in blue and white t-shirts standing together with a new vision.
A new blue and white truck parked in a parking lot.
A man with a new vision wearing a t-shirt with horns on it.
A group of people with a new vision are standing outside of a stadium.
A new vision of Bravaura.
A soccer team capturing a new vision while posing for a picture.
A new vision of tread machines in a gym.

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