Modèlic
From sourdough to your screen.
The brief
Modèlic is a craft bakery in Sant Feliu de Llobregat: sourdough, organic flour, long fermentations and a shop that smells exactly like it promises. The product was never the problem. The problem was that none of it made it to the screen.
They asked us to translate the bakehouse into social. No stock photos, no textbook captions: the bread they make, the people who make it and the neighbourhood that takes it home.
What we did
We adapted the brand for digital. We took Modèlic’s identity and stretched it to where it lives now: stories, reels, carousels and in-shop signage. Forest green, a typeface with character, custom illustrations and a grid that ties everything together. Before shooting anything, a moodboard to lock down style, visual references and tone.
We built the digital strategy. Content pillars —product, bakehouse, brand and neighbourhood—, formats for each one and an editorial calendar you can actually keep up with while running an oven. Every piece with a job: show the product, explain the method or walk people to the door.
We produced photo and video. Shoots in the bakehouse and the shop: dough, hands, oven, a full shelf, bread heading out to the street. That footage feeds both the product photography and the reels («un dia al nostre obrador»).
We edited, published and kept going. Cut, pace, subtitles and a graphic layer that makes every video recognisable before you read the name. Then the real work: day-to-day social management, recurring creative (opening hours, new products, giveaways) and adjusting to whatever works.
The product already had a story.
A craft bakery doesn’t need to invent a story: it already has one, and it’s called process. The key was to stop selling bread and start showing how it’s made, with a visual style strong enough to recognise one scroll away.
How a bakehouse reel gets made
A Modèlic video doesn’t start on the phone: it starts on the moodboard. Forest green, typography with character, custom illustrations and a fixed grid. With that settled, the shoot in the bakehouse is almost documentary: dough, hands, oven, the shelves filling up, the bread going out to the street. You shoot more than you need and decide at the edit.
What makes each piece recognisable isn’t the bread, which looks much the same in every good bakery: it’s the graphic layer and the rhythm, identical in every video, plus a calendar that spreads product, bakehouse, brand and neighbourhood so the feed isn’t a shop window. An artisan bakery already has the story; the job is to show it always in the same voice.
How it went
Gallery · the project in pictures (click to enlarge)
Hands at work.
The camera goes where the product begins: hand shaping and baking. Two moments of the same craft, photographed in the bakery.
From the bakery to the street.
The bread shelf, a loaf and a sweet treat. The photographs shift scale to show the range while keeping the craft in view.
"Content that connects, carries the essence of the brand and makes an impact."The goal of the project, in one line
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