Catalina Fernandez is your typical home based bakery that started in 1988 and eventually became a successful pastry shop. Along with the shops growth, came the need to open more branches and to penetrate new generations of potential clients. When the client approached Anagrama, she told them her desire of upgrading the brand to a much more sophisticated style. Based on these requirement Anagrama developed a very elegant identity, with a sans serif typeface to keep the brand neutral and give it a chance to evolve in the long run, with new designs for their packaging and other printed pieces. The various boxes and bags were decorated with details in golden foil that, not unlike Catalina's pastries were, took many hours of attention to detail.