Concept, claim, branding & art direction for Jordi Morera by Ametller Origen – Mercat d’autors store. We highlight and promote authentic artisan bread, ecological sourdough and organic flour versus common daily industrial bread.

Our main goals:
– Raise awareness of the importance of healthy, artisan bread with an original recipe in friendly and contemporary language.
– Engagement with a demanding consumer that prioritizes healthy and ecological food over economic value.
– Increasing Jordi Morera's visibility, a benchmark in the bakery world.
– Creating a visual system that developes didactic, original and picturesque speech (with the brand) on communication issues. Drawing a parallel between a social change and a change in the way of consuming bread by dough.