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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.
Puccias-02

Puccias-02

From a science fiction movie to reality.

2024Brand IdentityCreative directionInterior designMadrid

The brand’s second opening on Lopez de Hoyos Street, Madrid, Puccias-02, was developed through the creation of the creative direction, visual identity, and spatial design, establishing a coherent aesthetic language that connects experience, functionality, and spatial narrative. The project presents a space dominated by the color orange, where overhead lighting, inspired by cinematic set design, shapes the perception of the environment and reinforces the brand’s chromatic identity. The materiality is based on rubber surfaces on walls and floors, directly referencing the cladding used in the Madrid metro trains, creating a contextual and urban connection with the city. This material is combined with stainless steel bars and aluminum furniture, generating a visual tension that balances warmth, industrial modernity, and tactility in daily interaction. The selection of iconic lighting and furniture elements adds historical references and character to the space, while the arrangement of elements reinforces the coherence of the visual narrative and the user experience. The spatial organization responds to functional and hierarchical criteria: each component — from the layout of tables and chairs to menu signage and amenities — is integrated into a system that optimizes flow and interaction. An open bar allows users to observe product preparation, while a chain curtain defines the service area, emphasizing simplicity as a conceptual principle and ensuring clarity in circulation and spatial perception. The integration of graphic design with interior architecture establishes a continuous narrative in which identity, materiality, and functionality converge, creating an immersive, recognizable, and efficient environment. Every detail, from furniture selection to lighting configuration, contributes to a coherent visual language that communicates the brand’s essence, transforming the visit into a fully integrated experience where aesthetics and operation strategically intersect.

Client
Puccias

Sector
Food

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Stefano C.
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Carles N.
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Xabier I.

Credits

Creative direction and Brand identity Xabier Isasti
Interior design Stefano Colli Carles Novell
Photo space & portraits Manel Cano
Photo Assistant Shaday Forero
Post production Paula Ibañez
Stylist Laia Zaragoza
Make up Nora Gómez
Food Stylist Viva studio
Casting María José Velasco