Located in the heart of Guadalajara, El Idealista is a pastry shop where daily baking with love takes place.

El Idealista seeks to leave his personal touch on all his creations. Founder Rubén camouflages himself in the ‘Idealist’ character to manipulate the best ingredients, highlight their flavors, textures, and colors, and transform them into unique pastries.

In this story, we translated and shaped different elements into an emotional and uniform visual identity. Our character plays and juggles with different ingredients and tools. We want to transmit Rubén’s story to this character, who, before working in the pastry world, was a juggler and who found in pastry the passion to overcome personal obstacles.

Similar to pastries, the logo is made up of many textures to give the brand’s identity a distinctive and unexpected touch. The colors are our bold and strong ingredients that give voice to the creative and visionary world of El Idealista.