FABRICA EXCEPCIONAL IDENTITY
2025
As Madri Excepcional’s popularity continues to grow across Europe, the opportunity emerged to tell a deeper story behind the brand and its origins.
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The Soul of Madrid
Not only did we have the exciting opportunity to design the space for Fabrica Excepcional but also the identity and design elements - La Sagra brewery and Fabrica’s new bar concept located in the heart of Madrid’s vibrant Malasaña district.
First brewed by La Sagra on the outskirts of Madrid, the recipe pays homage to the city as a cultural melting pot. The diversity, creativity and energy of the region became a key inspiration for the project, shaping a space designed to capture the ‘El Alma De Madrid’ (The Soul of Madrid) and celebrate the current and future urban explorers who pass through it.
Services
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Brand Research
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Storytelling
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Tone of Voice
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Identity Design
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Campaign
Unbranded
Rather than introducing a heavily branded venue into an established neighbourhood, the concept focused on evolving an existing brewery and creating an authentic bar experience rooted in place and community. This approach maintained a sense of local familiarity and ownership, ensuring the experience celebrated the culture surrounding the beer rather than the product alone.
The brand tone was inspired by Spain’s rich cultural heritage and the expressive character of the Madrileños. Details within the identity including references to carnations and chulapas alongside custom artwork pieces and the overall spatial design, all reinterpret traditional cues through a contemporary aesthetic and tone.
Project Value
Through layered graphics, bespoke artwork and considered design details, the space balances heritage with modernity while creating an atmosphere that feels vibrant, welcoming and connected to the surrounding area. As a fully operational brewery, Fabrica Excepcional continues to brew local beers and serve the community as a destination designed to foster future culture, creativity and conversation.
The result is a space that captures the spirit of Madrid through storytelling, hospitality and design, creating an environment that feels authentic to both the brand and the city it calls home.
