La Madrugada
ClientJavier Moreno
Idea When everything starts, or rather, when nothing has started yet. That very poetic moment of starting the day is the basis of the visual and verbal identity of La Madrugada (The down). A dreamlike journey towards that moment of stillness, from which the baker lives, thinks and dreams. And of course, he makes the best bread in town.
DEVELOPMENT
The project was born from a powerful idea, the name of La Madrugada, from which all the creative direction of the project stems, which we have led to verbal graphic development within the studio and to interior design and costume design with the collaboration of Laura Ortín and Constanza Más.
The basis of the visual identity is the deep blue color, like the early morning sky that has not yet been tinted warm but is beginning to come out of its blackness. This blue is the perfect background to highlight a product with a warm and bright color, providing uniqueness to the brand.
TIPOGRAPHY
The typography straddles the classicism of its serif and the kindness of its open eyes. Finally, the illustration is the most discursive graphic element that allows the product to be wrapped with small dream stories in which Javier Moreno is the protagonist.
“We make bread while you dream” is a declaration of love for the bakery. The verbal identity is marked by a poetic tone but at the same time close. It is nothing more than a reflection of what we also find in the shop assistants when they advise you on a specific bread, or in a conversation with Javier Moreno, the soul of La Madrugada.
«For a project as personal as this, it was necessary to work with the right creative team, capable of translating the business idea into an honest, fresh and lasting discourse»
Javier Moreno Head Baker at La Madrugada