A-frame pavement sign with bold typography reading “Brewing Up Good Times” and Fabrica Excepcional logo, representing bar signage design, hospitality branding, and creative signage.

Brand Research / Storytelling / Tone of Voice / Identity Design / Campaign

The Soul of Madrid

As an increasingly popular beer Madri Excepcional’s awareness has grown across Europe and whilst its position amongst the premium ‘sunshine’ lagers is now well established; the story of its creation hadn’t followed the brand’s growth. Capturing their roots was a key objective and Madri asked us to help with the first step in this journey - showcasing the birth of the recipe through an authentic bar experience.

First brewed by La Sagra brewery in the outskirts of Madrid, the recipe pays homage to its location as a cultural melting pot. The diversity of the region lives within the beer encouraging or ‘un-bottling’ energy, creativity and new thinking; and it was this ‘El Alma De Madrid’ (The Soul of Madrid) which we wanted to capture, delivering a space for the current and future urban explorers.

Red Fabrica Excepcional logo with carnation icon on textured white brick background, showcasing pub brand identity, logo design, and modern hospitality branding.
Instagram story filter with ornate gold frame overlay and Fabrica Excepcional branding, highlighting event marketing, bar brand activation, and interactive digital campaign design.
Billboard advertising with Fabrica Excepcional logo and people raising drinks in celebration, symbolising social pub culture, outdoor brand advertising and hospitality campaign creative.
Pint glass of dark beer with Fabrica Excepcional logo, reflecting premium beverage branding, bar identity design, and beer merchandise .
Modern bar interior render with marble counter, pendant lighting, and Fabrica Excepcional branding, showcasing hospitality design, pub branding and contemporary bar interiors.
Sepia-toned photograph of woman with red carnation in hair holding a beer, representing heritage branding, pub storytelling and traditional bar culture.

‘Unbranded’

Instead of introducing a branded bar to an established community, Madri partnered with and evolved an existing brewery giving birth to Fabrica Exceptional. This approach maintained local familiarity and ownership, and the experience was focussed on celebrating the area where the Madri was created, rather than the brand itself. 

The brand style was inspired by the local history and the elaborate style of dress and cheeky attitude of its people. Through details in the identity (like the carnation and chulapas) , custom artwork pieces and the design of the space, the brand takes traditional cues presented through modern aesthetic and tone. As a fully operational brewery, they would continue to brew local beers and serve the community as a space which fosters future culture.

Close-up typography reading “The Soul of Madrid” in bold red letters, highlighting cultural brand messaging, hospitality campaign creative and bar identity design.
Bartender wearing black apron embroidered with Fabrica Excepcional logo, representing staff uniform branding, pub identity and hospitality brand design.
Illustrated poster of woman with red carnation holding Madri beer bottle, symbolising pub brand storytelling, hospitality advertising and illustrative campaign creative.
Illuminated black Fábrica Excepcional sign glowing outside a building, representing pub branding, hospitality brand identity and bar signage design.
Illustrated view of Madrid’s Gran Vía with historic architecture, highlighting brand storytelling, hospitality branding and creative campaign identity.
Modern bar interior render with framed wall art and stone textures, showcasing hospitality brand identity, bar design and experiential branding.
Grey Fábrica Excepcional branded t-shirt with floral illustrations, designed for staff uniforms to extend pub branding and hospitality identity.
Red tapas and beer menu with Fábrica Excepcional branding, symbolising hospitality brand identity, pub branding and creative menu design.

Madri Excepcional was the product of a small, honest and richly diverse culture. Today, it embodies that same soul – owned by the people of Madrid, carried by the brand.

Contemporary bar interior render with shelves, glassware and pendant lights, expressing hospitality branding, bar identity design and experiential interiors.
Bar space render featuring mural of Madrí Excepcional man, blending heritage storytelling with pub branding and hospitality experiential design.
Black vertical banner with Fábrica Excepcional logo and floral graphics, reinforcing hospitality brand identity, pub branding and bar signage.
Vintage photograph of smiling man with moustache holding a beer, celebrating heritage storytelling, pub branding and hospitality identity.
Stack of Fábrica Excepcional branded beer coasters with floral details, extending pub branding, hospitality brand identity and experiential bar design.

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