La Tecleña is a bakery with a lot of tradition and history in the city of Santa Tecla. After more than 50 years of existence, the challenge of redesigning its brand and visual communication became an opportunity to highlight the richness of the city where it was born. The aim of the project was to create a city brand through the bakery, inspired by one of its icons, the Palacio Tecleño, taking back its floors, balconies, etc., in order to rescue the cultural heritage of Santa Tecla and transfer it to the rest of the world.
We developed the visual and verbal identity, which fulfilled its objective and has positioned the brand with international franchises, reinforcing the strength of the company and above all giving Salvadorans a reason to be proud of this iconic city.