A traditional pastry shop Catalina Fernández in San Pedro, Mexico get a new facelift thanks to Mexican brand development and positioning agency Anagrama.

Established in 1988 as a home based bakery, Catalina Fernández is now a high end pastry boutique. In order to give the store a look similar to a warehouse/kitchen, we used packages of sugar, flour, and yeast and placed them all over the store. To benefit from the stores tall ceilings we designed a vertical structure with shelves above the refrigerators.




The brick wall with white paint and bare concrete floor are meant to make the store look impeccable, as well as old fashioned, so there would be an interesting contrast between the worn out interior and the modern furnishings, with all simple and geometrical shapes.

The goal was to create a place that even 20 years later would still capture the eye of people walking by with its imposing lighting and simple props.

The redesign of the pastry shop has extended to the boxes the pastries are packed in, and the new sans serif logo. It's a perfect example of how an artisan business can be given a new lease of life by smart design.