MASA is a bakery and coffee house in Madrid. The name works in two languages: in Spanish, masa means dough, and in Arabic, masāʾ means dusk. We built the whole brand around that overlap. The idea was the blue hour, the few minutes after sunset when the sky turns a soft, dusty blue. That became the core colour, paired with the warm golden tones of bread fresh out of the oven. It gives MASA a look that feels calm and a bit nostalgic, and different from every other bakery using cream and brown. We designed the identity and packaging, then created the launch campaign entirely with AI, building product, process and storefront imagery.