Modèlic, a sourdough bakery with its own voice on social

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.

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.

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.