Pa i Pausa (Condis)

Pa i Pausa: how a bakery counter became a reason to come back

Condis asked us for a new instore bakery. Before designing anything, we asked what it should mean within the brand.

Because a bakery can be one more aisle, or a reason to pick that supermarket over the next one.

The brief came open: no name, no territory, no tone. So we started by deciding, not drawing. We weighed three possible territories: everyday wellbeing (a small refuge inside the shop), product and visible quality (the oven on show, fresh bread as proof), and sharing (the place where nice things happen). All three worked, but each had a risk. And when we looked at nearby competitors, like Sorli's Sorlinyam, we saw the same thing: tidy, but no story of its own.

That's where it clicked: nobody in proximity retail owns "the pause." It's the most Condis idea there is, and the hardest to copy.

So we named it Pa i Pausa. Three words that carry the product (pa, bread) and the benefit (pausa, pause). Buying bread is routine; Pa i Pausa turns it into a small moment for yourself. And since the best pauses are shared, the brand opens up without losing focus on the bread: "No vens només a comprar pa. Et regales una pausa. I les millors pauses, es comparteixen."

#Identity #Retail #SpaceBranding