Reforma comercial

What is La Madrugada? We wanted to do something just for Javier Moreno, a baker who works from the forefront recovering the tradition. We wanted an identity only for him. The idea is thought between him and Rubio & del Amo, graphic designers. A series of parallel concepts appear around the night, the world of dreams… There is talk of crafts, the manual, and also of the collective imaginary about the traditional bakery: the baker who gets up early in the morning and works during the night, in his own. We wanted to run away from an aesthetic that reminds us the industrial designs or french pâtisseries. On the one hand is the workshop, a large space where it is filled with machinery, trays with wheels and large floured ta... More