Amasa, a bakery in Madrid, offered an outstanding product but struggled with business management and brand positioning. When Proyectos Conscientes acquired the company, their goal was to redefine its strategy by combining solid business direction with a strong focus on brand design, architecture, and interior design.

Our task was to create a rebranding that would help Amasa stand out in an increasingly saturated sector. In Madrid’s central neighborhoods, competition is intense both in product quality and in design.
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The new brand identity was built around the philosophy of minimal intervention: using essential materials, carefully designed furniture, and a subtle but impactful visual language. Even the six-meter store sign features a logo that occupies just 35 cm, proving that with minimal identity, we can achieve maximum presence.

The transformation revitalized the business, taking it from financial losses to the opening of five new locations within just two years. Amasa’s new positioning does not rely on breaking conventions, but on doing what others already do, only better, more thoroughly, and with greater determination. Sometimes, pushing the familiar further is the most powerful form of differentiation.