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Cuerno: The typographic design transfers the logic of the croissant’s folding and baking process into the graphic plane. Each brand message activates this visual metaphor, reinforcing the connection between product and identity. Escribà: The visual system is born from the essential: the raw material. A synthesis of the natural and the digital, expressed through cacao pixels. Puccias-02: From the Cinematic Universe to Everyday Life in Madrid: a Project that Connects Visual Narrative, Iconic Materials, and User Experience D-Generades: From the intersection of fashion and masculinities, a critical reflection that turns tension and dissent into graphic tools to question established cultural and gender codes. Novus: The naming concept is projected into the visual identity, creating a visual ecosystem that stems from the exploration of traditional objects and symbols of the sector, reinterpreted through contemporary codes.

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Cursor ilustrado de Sin Título-1
Xabier Isasti
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Xabier Isasti
Novus 2/2
Editorial design
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Joan Escribà
Visual Identity & Packaging
Joan Escribà thumbnail
Novus 1/2
Visual Identity
Novus 1/2 thumbnail
Hasta el cuerno
Experimental type design
Hasta el cuerno thumbnail
D-generades
Graphic campaign
D-generades thumbnail
Sustainable challenge
Graphic Campaign
Sustainable challenge thumbnail
Puccias-02
Branding & Interior design
Puccias-02 thumbnail
Harroby
Graphic campaign
Harroby thumbnail
Novus 2/2
Editorial design
Novus 2/2 thumbnail
Joan Escribà
Visual Identity & Packaging
Joan Escribà thumbnail
Novus 1/2
Visual Identity
Novus 1/2 thumbnail
Hasta el cuerno
Experimental type design
Hasta el cuerno thumbnail
D-generades
Graphic campaign
D-generades thumbnail
Puccias-02
Branding & Interior design
Puccias-02 thumbnail
Harroby
Graphic campaign
Harroby thumbnail
A full-service design studio based in Barcelona, working worldwide.
Hasta el cuerno

Hasta el cuerno

Custom experimental type.

2023Brand IdentityExperimental typeMexico City

The typographic project developed for Hasta el Cuerno, a croissanterie located in La Condesa, Mexico City, is conceived as an exercise in experimental design in which the formal construction of the characters finds its direct reference in the artisanal process of puff pastry. The typographic morphology emulates the folding of the dough through overlapping lines that evoke each of the layers required to shape the final product. The type system incorporates a programmed weight variability that visually translates the baking process. The family unfolds across 200 interpolations, corresponding to temperatures ranging from 0° to 200°C. This progression endows the typography with a kinetic quality, where the gradual transformation of weight becomes a graphic metaphor for the croissant’s baking process. The typographic work materializes in a 64-page specimen printed in offset, conceived as an editorial object that brings together both the conceptual framework of the project and the technical development of the typeface. The content unfolds a visual analysis of the morphological nuances of the characters, documents the functionality of the typographic system, and presents a series of experimental compositions that exemplify the potential applications of the typeface in different graphic contexts.

Client
Hasta el cuerno

Sector
Food

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Luis E.
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Xabier I.
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Sara B.

Credits

Creative direction Xabier Isasti & Luis Eslava
Art direction, Type design, Editorial design Xabier Isasti
Type production & Motion graphic Sara Barcons
Photography Manel Cano