Crustó needed a hand with their ambitious plan to open two new spaces in Madrid and to make their brand more sophisticated and cosmopolitan. This new positioning required visual rebranding ... which is where Cocota Studio came in.
Crustó’s essence is a perfect mix of symmetric geometry and hand-made, artisan products. We worked closely with Crustó’s executive team and their interior designers to capture the distinct flavour of their new brand.
Crustó is a leading Spanish bakery and coffee chain with multi-function spaces producing premium artisan breads and pastries, with more than 10 venues in Madrid and Barcelona. The spaces are cosmopolitan and include bread and bakery workshops in public view.
An ‘essential’ creative concept
Crustó don’t mess about when it comes to bread. They were awarded Best Bread of Madrid in 2019 by Club Matador for their all-natural, premium ingredients and signature long fermentation times.
A pattern inspired by the shape of ears of wheat became the hallmark of the new visual identity. The natural symmetry and geometry of Crustó’s key ingredient is used in various decorative elements throughout the chain’s new spaces.
Hand lettering for hand-made bread
Crustó’s typographic ecosystem is built on two pillars.
First, the combination of two fonts: the geometric and functional Brandon Grotesque, and the rustic Spaghettina – an elegant font with flourishes designed by the talented Chelen Écija.
Second, the stylish corporate lettering applied to hand-painted blackboards or stencilled window signage, embodying the authenticity of the brand: a bakery with multi-function spaces that, far from becoming a coffee shop franchise, preserves the artisanal essence of its production process, offering maximum comfort and great design in all of its spaces.
Once the new visual identity was nailed down, we took care of the rollout.
We’ve designed numerous materials for the various touchpoints of the Crustó brand, including packaging, signage, point-of-purchase communication materials and corporate vehicles.
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