Pastelería Hofmann: a strategy to take its brand world beyond Barcelona

A system with two front doors

• 1 brand world ordering narrative, content and activation.
• 2 doors to conversion: ecommerce and the physical shop.
• Content, campaigns and CRM working inside the same system.

The challenge

Pastelería Hofmann had prestige, product and a loyal community in Barcelona. The challenge was to carry that value onto the screen so the brand could be understood beyond the in-store experience.

In digital, showing product wasn't enough: we had to communicate the craft, the process and the judgement that make each creation recognisable.

ALLÓ's strategy

We built an editorial line and a visual narrative centred on the craft, not just the catalogue. We integrated ecommerce and the physical shop as two ways into the same brand experience and connected content, campaigns and CRM within a single system.

Food collaborations and newsletters widen the conversation and keep the relationship with the community alive.

What we did

• We defined the brand's positioning and digital narrative.
• We created visual content around the product, the process and the craft.
• We ran campaigns aimed at ecommerce and footfall.
• We developed newsletters and community and collaboration activity.

The operating result

Hofmann has a coherent digital system connecting content, campaigns, ecommerce, the physical shop and CRM under a single narrative. The brand can communicate its value beyond the counter without losing the care, craft and identity that define it.

Scope and operating model: project information provided by ALLÓ.