Tova was born from a warm, familiar idea: A bakery that makes you feel at home, where everything smells freshly baked and every dish has a story. Inspired by Mediterranean traditions and Middle Eastern hospitality, Tova came to Madrid to offer an artisanal, colorful, and flavorful experience, with that homemade touch only a grandmother can create.
The challenge of this project was to translate that essence and turn it into a brand: Building a visual universe that brings warmth, craftsmanship, and familiarity into a contemporary, approachable, and memorable language.
For this project, we designed the branding as a whole: logo, color palette, typographic system, the creation of the main character (Grandma Tova), and a custom illustration system that brings identity and recognition to the brand. We also developed the social media identity and a wide range of applications, including menus, packaging, takeaway materials, apparel, caps, and more.
We designed the brand around one idea: the joy of sharing. Sharing something delicious, a table, a conversation, a moment. Because at Tova, eating is also a way of coming together.
One of the central elements of the identity system is Grandma Tova, a character created to visually represent the brand’s values. The soul of Tova lives in this familiar figure we all recognize: a generous, warm, and knowledgeable grandmother, always with something freshly made and ready to share. Her name comes from this idea: Tova, which means “good” in Hebrew, and so does her essence: caring, nourishing, and bringing people together through food.
The graphic universe draws inspiration from the energy and rich colors of the Mediterranean. It aims to convey a feeling of vitality, light, texture, and flavor. Through typography, illustrations, colors, and patterns, the identity builds a young, authentic, and approachable brand, able to connect with a contemporary audience while also resonating with those who value tradition and the spirit of homemade food.
As part of the branding, we developed a social media look & feel for Tova, bringing all the elements of the identity into different forms of communication. We explored how illustrations, typography, colors, and photography could work together across different types of content, from product communications to events and brand updates. From there, we created templates and example pieces to build a cohesive and recognizable social media presence.
Client: Tova Bakery®
Location: Madrid, Spain
Year: 2026
Work: Branding, Packaging, Illustrations, Brand Applications, Social Media Identity
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