Where they were
Casa Bruna opened its third bakery before anyone had written down what Casa Bruna was. Each location had grown its own personality, its own Instagram account and its own sign painter. Customers in one neighbourhood did not know the other two existed.
The owners read this as a design problem. It was an architecture problem.
What we did
A benchmark of twenty-three artisan bakeries across Valencia and Barcelona showed the category was saturated with the same three claims: sourdough, slow fermentation, local flour. All true for Casa Bruna, none of it ownable.
We audited fourteen months of social content across the three accounts and found the posts that actually travelled were never about bread. They were about the people behind the counter at six in the morning.
Where it landed
One brand, three houses. A shared identity with room for each location to keep its own character, and a content rule that put the bakers in front of the product.
The fourth location opened eleven months later using the same framework, with no discussion about what it should be called.
