Café Saula

An iconic coffee that seeks to fill homes with its unique formula

Café Saula is pure history. Created in 1950 by Lluís Saula and Maria Teresa Puig, and now led by their sons Lluís and Joan Saula, the brand has spent more than half a century flooding streets, bars, and restaurants with memorable aromas and flavors.

In the heart of the 21st century, and with a firmly established reputation in the hospitality sector, Café Saula set out to increase its presence in the B2C market. This ambition required uncovering the brand’s most emotional meanings to define its own competitive territory and connect with a new audience with specific needs.

Signature coffee. Coffee made with utmost respect.

Through their own seven-step method, Lluís and Joan select, craft, and roast coffees that contain all their expertise. A timeless organoleptic quality they want to share with all those who choose to join them on this unparalleled sensory journey.

This unique and personal way of understanding coffee and its rituals—built throughout their entire lives—places respect at the center of everything they do. Respect for family tradition, for a unique method, for their creations and well-made work; ultimately, for coffee culture.

Recipes crafted from wisdom and inspiration

For an author, their creations are an extension of their own being—the materialization of their ideas. And therefore, we had to be capable of giving them the importance they deserved. How? By creating specific stories for each one of them.

What role did the monsoons play during their trip to Asia in the development of the Dark India recipe? What moments from their lives are captured in the Original recipe? What concerns inspired the Organic recipe? The answers to these questions guided and accompanied us throughout the creation process.

For those who seek a whirlwind of sensations in their coffee

This signature-driven proposal that nurtures coffee culture connects directly with a consumer who does not understand coffee merely as a stimulating beverage. Because COFFEE is synonymous with rituals, memories, moments.

A type of consumer open to discovering new varieties, who believes coffee is not simply drunk—it is savored. And who therefore expects it to evoke something, maintaining the same qualities always, no matter how much time passes.

Words with good taste. Verbs that smell like knowledge.

To connect with this kind of audience while projecting the brand’s personality, we developed a distinctive language centered on what unites both sides: a passion for coffee.

A way of speaking that generates gastronomic connections with our senses and makes us travel in the same way Café Saula does with its coffees.

Furthermore, this tone of voice allows us to convey expertise without losing freshness or clarity, adding value to coffee culture.

Images that speak of origin, tribute, and aromatic notes

To bring the new brand idea, “Coffee made with utmost respect,” to life, we needed a new photographic style that would allow us to highlight everything it holds.

The Saula brothers involved in every step of the process, the coffee and its nuances, evocative scenes from yesterday and today, people carrying out their rituals in many different ways…

Content we present cleanly and orderly, while playing with light, shadow, and serene attitudes to reflect the respect the brand conveys.

Superior-quality coffee within everyone’s reach

One of the most important touchpoints to reinforce its position in the B2C market was its website.

For this reason, we wrote all the content and developed the art direction, blending functionality (to address the commercial aspect) and emotion (to generate lasting connections between the brand and the visitor).

From defining to communicating

Defining the brand, planning its path, knowing how it will communicate with those who, like the brand itself, feel true respect and passion for coffee… We did all of that, but it would be meaningless if we didn’t activate it.

That’s why, once its identity was created, we designed an ad hoc communication plan. From it, we generated formats, templates, and specific content to help us communicate everything planned in previous stages.