When La Duquesita reopened in 2015, the aim was to maintain the brand’s spirit. This pastry shop had established entirely emotional ties to the city of Madrid, and was embarking on a new stage with Oriol Balaguer.
With this aim in mind, La Duquesita maintained its core elements dating back over a century, while adding new desserts by Balaguer to a restored but practically original setting.
For five years, the communication campaign went hand-in-hand with the brand’s evolution, while adding in standout values. To begin with, we suggested that Oscar Mariné create the visual identity, and he opted for a blue which has become a distinctive and iconic colour. The crown was later added to all the boxes. Later on we added limited editions, such as the Gonzalo Muiño design for the wafer box.
Over the course of five years, Balboa has defined the Communication strategy, the content and messages, with responsibility for presentations and partnership actions, while also providing communication for such high-profile events as the chocolate medals which the City Council handed out for two years to Real Madrid players after winning the Champions’ League.