{"id":42769,"date":"2026-05-13T06:59:09","date_gmt":"2026-05-13T06:59:09","guid":{"rendered":"https:\/\/codewebbarcelona.com\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-2\/"},"modified":"2026-05-13T09:25:24","modified_gmt":"2026-05-13T09:25:24","slug":"branding-destacat-de-la-setmana-ame-brand-identity-by-sons-daughters-id","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/ca\/branding-destacat-de-la-setmana-ame-brand-identity-by-sons-daughters-id\/","title":{"rendered":"Branding destacat de la setmana: AME Brand Identity by Sons &#038; Daughters ID"},"content":{"rendered":"<h2>Com convertir la pluja en una experi\u00e8ncia de marca emocional dins d\u2019una ciutat banyada pel sol<\/h2>\n<p>Cada setmana analitzem projectes internacionals que demostren com el branding contemporani ha deixat de ser \u00fanicament una q\u00fcesti\u00f3 est\u00e8tica per convertir-se en una eina capa\u00e7 de construir atmosferes, emocions i experi\u00e8ncies memorables. En aquesta ocasi\u00f3 viatgem fins a Marbella per explorar un dels projectes d\u2019identitat visual m\u00e9s sofisticats i conceptualment s\u00f2lids de l\u2019any: <strong>AME<\/strong>, una specialty coffee shop desenvolupada per l\u2019estudi <strong>Sons &amp; Daughters ID<\/strong>, reconeguda internacionalment amb un <strong>Silver Award 2025<\/strong> i guardonada, a m\u00e9s, als <strong>ADC Europe Awards 2024<\/strong> dins de la categoria d\u2019il\u00b7lustraci\u00f3 gr\u00e0cies a un sistema visual profundament editorial, emocional i atmosf\u00e8ric.<\/p>\n<p>A primera vista, AME podria semblar un altre projecte premium dins de l\u2019univers cafeter contemporani. Tanmateix, n\u2019hi ha prou amb observar uns segons el seu sistema visual per entendre que aqu\u00ed passa alguna cosa molt m\u00e9s interessant. La marca no gira al voltant del caf\u00e8 com a producte, sin\u00f3 al voltant d\u2019una sensaci\u00f3: la pluja.<\/p>\n<p>I precisament aqu\u00ed resideix tota la for\u00e7a conceptual del projecte.<\/p>\n<p>En una ciutat coneguda pel seu clima c\u00e0lid, els seus cels clars i el seu etern estiu mediterrani, AME construeix una identitat basada en all\u00f2 que rarament hi apareix: la pluja com a refugi emocional, com a pausa sensorial i com a detonant creatiu.<\/p>\n<p>El resultat \u00e9s un branding elegant, silenci\u00f3s i profundament cinematogr\u00e0fic que transforma un fenomen clim\u00e0tic en un sistema visual complet.<\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-42769-1\" width=\"1920\" height=\"1080\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-5.mp4?_=1\" \/><\/video><\/div>\n<h3>Marbella com a punt de partida: el valor emocional d\u2019all\u00f2 que falta<\/h3>\n<p>Un dels grans encerts estrat\u00e8gics del projecte \u00e9s entendre que les marques m\u00e9s memorables no sempre neixen de representar all\u00f2 evident. Sovint funcionen precisament perqu\u00e8 construeixen tensi\u00f3, contrast o desig.<\/p>\n<p>Marbella representa:<\/p>\n<ul>\n<li>sol,<\/li>\n<li>calor,<\/li>\n<li>lluminositat,<\/li>\n<li>energia mediterr\u00e0nia,<\/li>\n<li>vida exterior constant.<\/li>\n<\/ul>\n<p>AME decideix posicionar-se just al costat oposat.<\/p>\n<p>La marca pren com a inspiraci\u00f3 la pluja. No des d\u2019una perspectiva melanc\u00f2lica o trista, sin\u00f3 com a s\u00edmbol de:<\/p>\n<ul>\n<li>calma,<\/li>\n<li>introspecci\u00f3,<\/li>\n<li>refugi,<\/li>\n<li>pausa,<\/li>\n<li>contemplaci\u00f3,<\/li>\n<li>ritual.<\/li>\n<\/ul>\n<p>El naming \u201cAME\u201d ja introdueix aquesta dualitat emocional i sonora vinculada a l\u2019aigua, mentre que tota la identitat gira al voltant d\u2019una pregunta impl\u00edcita:<br \/>\n<strong>com se sentiria la pluja dins d\u2019una ciutat que gaireb\u00e9 mai no l\u2019experimenta?<\/strong><\/p>\n<p>Aquesta contradicci\u00f3 conceptual \u00e9s extremadament poderosa des del punt de vista del branding perqu\u00e8 genera diferenciaci\u00f3 immediata.<\/p>\n<p>Mentre moltes cafeteries specialty competeixen utilitzant els mateixos codis visuals:<\/p>\n<ul>\n<li>est\u00e8tica industrial,<\/li>\n<li>minimalisme n\u00f2rdic,<\/li>\n<li>tons terra,<\/li>\n<li>llenguatge artesanal,<\/li>\n<li>disseny hipster.<\/li>\n<\/ul>\n<p>AME construeix un univers visual completament diferent.<\/p>\n<p>No ven \u00fanicament caf\u00e8. Ven atmosfera.<\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-42769-2\" width=\"1920\" height=\"1080\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-3.mp4?_=2\" \/><\/video><\/div>\n<h3>Una identitat visual constru\u00efda des de la sensaci\u00f3 i no des del producte<\/h3>\n<p>Un dels aspectes m\u00e9s interessants del treball de Sons &amp; Daughters ID \u00e9s que el branding evita conscientment els recursos habituals del sector cafeter.<\/p>\n<p>No hi veiem:<\/p>\n<ul>\n<li>grans de caf\u00e8,<\/li>\n<li>il\u00b7lustracions bot\u00e0niques,<\/li>\n<li>refer\u00e8ncies directes al torrat,<\/li>\n<li>est\u00e8tica vintage de cafeteria cl\u00e0ssica,<\/li>\n<li>codis excessivament artesanals.<\/li>\n<\/ul>\n<p>En lloc d\u2019aix\u00f2, tot el sistema visual es construeix al voltant d\u2019una experi\u00e8ncia sensorial vinculada a la pluja.<\/p>\n<p>La identitat transmet:<\/p>\n<ul>\n<li>humitat visual,<\/li>\n<li>silenci,<\/li>\n<li>temps lent,<\/li>\n<li>ombres suaus,<\/li>\n<li>refugi,<\/li>\n<li>calidesa interior.<\/li>\n<\/ul>\n<p>I aix\u00f2 s\u2019aconsegueix mitjan\u00e7ant una direcci\u00f3 d\u2019art extremadament coherent, on tots els elements treballen en la mateixa direcci\u00f3 emocional.<\/p>\n<div style=\"width: 1080px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-42769-3\" width=\"1080\" height=\"720\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-2.mp4?_=3\" \/><\/video><\/div>\n<h3>El color com a eina emocional: el poder del vermilion<\/h3>\n<p>Probablement la decisi\u00f3 visual m\u00e9s intel\u00b7ligent del projecte sigui l\u2019elecci\u00f3 crom\u00e0tica.<\/p>\n<p>Quan una marca utilitza la pluja com a concepte principal, el m\u00e9s l\u00f2gic seria esperar:<\/p>\n<ul>\n<li>blaus,<\/li>\n<li>grisos,<\/li>\n<li>tons freds,<\/li>\n<li>paletes melanc\u00f2liques.<\/li>\n<\/ul>\n<p>AME fa exactament el contrari.<\/p>\n<p>El sistema visual utilitza un potent to vermilion vermell\u00f3s-ataronjat que funciona com a contrapunt emocional de la pluja.<\/p>\n<p>Aquest color no representa l\u2019aigua. Representa el refugi davant d\u2019ella.<\/p>\n<p>Visualment transmet:<\/p>\n<ul>\n<li>calor,<\/li>\n<li>recer,<\/li>\n<li>interioritat,<\/li>\n<li>caf\u00e8 acabat de servir,<\/li>\n<li>llum mediterr\u00e0nia filtrant-se en espais tancats.<\/li>\n<\/ul>\n<p>La combinaci\u00f3 entre:<\/p>\n<ul>\n<li>fons neutres grisencs,<\/li>\n<li>negre editorial,<\/li>\n<li>il\u00b7lustracions lineals,<\/li>\n<li>accents vermilion,<\/li>\n<\/ul>\n<p>genera una est\u00e8tica extremadament sofisticada i reconeixible.<\/p>\n<p>A m\u00e9s, el color ajuda a posicionar la marca dins d\u2019un territori premium contemporani sense caure en els clix\u00e9s habituals del luxe cafeter.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42723\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-5.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-5.jpg 2560w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-5-1620x1080.jpg 1620w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-5-1350x900.jpg 1350w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-5-1000x667.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-5-750x500.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-5-400x267.jpg 400w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/> <img decoding=\"async\" class=\"alignnone size-full wp-image-42726\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-7.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-7.jpg 2560w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-7-1620x1080.jpg 1620w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-7-1350x900.jpg 1350w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-7-1000x667.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-7-750x500.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-7-400x267.jpg 400w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/> <img decoding=\"async\" class=\"alignnone size-full wp-image-42729\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-10.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-10.jpg 2560w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-10-1620x1080.jpg 1620w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-10-1350x900.jpg 1350w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-10-1000x667.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-10-750x500.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-10-400x267.jpg 400w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<h3>Tipografia editorial i ritme visual contemplatiu<\/h3>\n<p>Un altre dels elements fonamentals del projecte \u00e9s l\u2019\u00fas tipogr\u00e0fic.<\/p>\n<p>AME utilitza una serif elegant i fluida que recorda m\u00e9s el disseny editorial contemporani que no pas el branding gastron\u00f2mic tradicional.<\/p>\n<p>La tipografia transmet:<\/p>\n<ul>\n<li>lentitud,<\/li>\n<li>sofisticaci\u00f3,<\/li>\n<li>sensibilitat,<\/li>\n<li>contemplaci\u00f3,<\/li>\n<li>ritual.<\/li>\n<\/ul>\n<p>Les lligadures suaus i les formes org\u00e0niques generen una sensaci\u00f3 gaireb\u00e9 l\u00edquida, refor\u00e7ant subtilment el concepte de pluja sense necessitat de representar-la de manera literal.<\/p>\n<p>\u00c9s una decisi\u00f3 molt intel\u00b7ligent perqu\u00e8 evita caure en simbolismes obvis i construeix una identitat molt m\u00e9s madura.<\/p>\n<p>La tipografia no intenta cridar l\u2019atenci\u00f3 agressivament. Respira.<\/p>\n<p>I aquesta respiraci\u00f3 visual \u00e9s precisament un dels conceptes centrals del projecte.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42732\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-6.jpg\" alt=\"\" width=\"2560\" height=\"1708\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-6.jpg 2560w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-6-1619x1080.jpg 1619w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-6-1349x900.jpg 1349w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-6-1000x667.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-6-750x500.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-6-400x267.jpg 400w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/> <img decoding=\"async\" class=\"alignnone size-full wp-image-42735\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-11.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-11.jpg 2560w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-11-1620x1080.jpg 1620w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-11-1350x900.jpg 1350w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-11-1000x667.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-11-750x500.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-11-400x267.jpg 400w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/> <img decoding=\"async\" class=\"alignnone size-full wp-image-42738\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-2.jpg\" alt=\"\" width=\"1650\" height=\"2200\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-2.jpg 1650w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-2-810x1080.jpg 810w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-2-675x900.jpg 675w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-2-750x1000.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-2-563x750.jpg 563w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-2-300x400.jpg 300w\" sizes=\"(max-width: 1650px) 100vw, 1650px\" \/><\/p>\n<h3>Les il\u00b7lustracions com a llenguatge atmosf\u00e8ric<\/h3>\n<p>Si hi ha un element que eleva aquest branding a un nivell realment excepcional s\u00f3n les il\u00b7lustracions.<\/p>\n<p>Aqu\u00ed passa una cosa especialment interessant: les il\u00b7lustracions no funcionen com a decoraci\u00f3.<\/p>\n<p>Funcionen com a sistema conceptual.<\/p>\n<p>Cada imatge est\u00e0 constru\u00efda mitjan\u00e7ant milers de petits tra\u00e7os verticals que simulen gotes de pluja o pinzellades atmosf\u00e8riques.<\/p>\n<p>L\u2019estudi defineix aquests recursos com:<br \/>\n<strong>\u201crain brushstrokes\u201d.<\/strong><\/p>\n<p>Aix\u00f2 converteix el concepte clim\u00e0tic en llenguatge visual.<\/p>\n<p>Les escenes representades mostren personatges:<\/p>\n<ul>\n<li>caminant sota la pluja,<\/li>\n<li>refugiant-se,<\/li>\n<li>servint caf\u00e8,<\/li>\n<li>movent-se lentament,<\/li>\n<li>habitant espais \u00edntims.<\/li>\n<\/ul>\n<p>Per\u00f2 l\u2019important no \u00e9s la narrativa literal. L\u2019important \u00e9s la textura emocional que generen.<\/p>\n<p>Les il\u00b7lustracions aconsegueixen una cosa molt dif\u00edcil: fer que la identitat se senti humida, silenciosa i contemplativa sense necessitat de rec\u00f3rrer a efectes visuals obvis.<\/p>\n<p>\u00c9s branding sensorial constru\u00eft des de la direcci\u00f3 d\u2019art.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42741\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-8.jpg\" alt=\"\" width=\"2560\" height=\"1708\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-8.jpg 2560w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-8-1619x1080.jpg 1619w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-8-1349x900.jpg 1349w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-8-1000x667.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-8-750x500.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-8-400x267.jpg 400w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/> <img decoding=\"async\" class=\"alignnone size-full wp-image-42744\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-3.jpg\" alt=\"\" width=\"1651\" height=\"2201\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-3.jpg 1651w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-3-810x1080.jpg 810w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-3-675x900.jpg 675w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-3-750x1000.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-3-563x750.jpg 563w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-3-300x400.jpg 300w\" sizes=\"(max-width: 1651px) 100vw, 1651px\" \/><\/p>\n<h3>Reconeixement internacional: ADC Europe Awards 2024<\/h3>\n<p>La for\u00e7a conceptual i visual del projecte no va passar desapercebuda dins de la ind\u00fastria creativa internacional. AME tamb\u00e9 va ser reconeguda als <strong>ADC Europe Awards 2024<\/strong>, on va obtenir un premi en la categoria d\u2019<strong>Illustration<\/strong> gr\u00e0cies al seu sofisticat sistema gr\u00e0fic desenvolupat per l\u2019estudi Sons &amp; Daughters ID.<\/p>\n<p>Aquest reconeixement \u00e9s especialment rellevant perqu\u00e8 valida un dels aspectes m\u00e9s diferencials del projecte: la seva capacitat per transformar un concepte abstracte \u2014la pluja\u2014 en un llenguatge il\u00b7lustratiu coherent, reconeixible i emocionalment potent.<\/p>\n<p>Lluny de funcionar com a simples elements decoratius, les il\u00b7lustracions construeixen atmosfera, ritme i narrativa visual. Cada composici\u00f3 est\u00e0 formada per milers de petits tra\u00e7os inspirats en gotes de pluja, creant escenes contemplatives que transmeten calma, intimitat i lentitud.<\/p>\n<p>Precisament aqu\u00ed resideix la gran intel\u00b7lig\u00e8ncia del sistema: les il\u00b7lustracions no acompanyen el branding, sin\u00f3 que es converteixen en part essencial de l\u2019experi\u00e8ncia de marca.<\/p>\n<p>En un panorama saturat d\u2019identitats visuals gen\u00e8riques dins del sector hospitality i specialty coffee, AME demostra com la il\u00b7lustraci\u00f3 contempor\u00e0nia pot convertir-se en una eina estrat\u00e8gica capa\u00e7 de construir diferenciaci\u00f3, personalitat i mem\u00f2ria visual.<\/p>\n<h3>Packaging premium amb l\u00f2gica editorial<\/h3>\n<p>El packaging mereix una an\u00e0lisi a part perqu\u00e8 demostra un nivell enorme de sofisticaci\u00f3.<\/p>\n<p>En lloc de dissenyar bosses de caf\u00e8 visualment agressives o saturades d\u2019informaci\u00f3, AME aposta per una estructura extremadament neta on el producte sembla gaireb\u00e9 una pe\u00e7a editorial.<\/p>\n<p>Les etiquetes recorden:<\/p>\n<ul>\n<li>fitxes de tast,<\/li>\n<li>p\u00e0gines de llibre,<\/li>\n<li>documents tipogr\u00e0fics,<\/li>\n<li>registres artesanals.<\/li>\n<\/ul>\n<p>La informaci\u00f3 t\u00e8cnica del caf\u00e8 s\u2019organitza amb una l\u00f2gica visual pausada i elegant:<\/p>\n<ul>\n<li>origen,<\/li>\n<li>m\u00e8tode,<\/li>\n<li>roast level,<\/li>\n<li>perfil sensorial,<\/li>\n<li>pes.<\/li>\n<\/ul>\n<p>Tot s\u2019integra dins d\u2019una composici\u00f3 modular molt continguda que refor\u00e7a la sensaci\u00f3 premium.<\/p>\n<p>A m\u00e9s, l\u2019\u00fas del color vermell als laterals del packaging introdueix contrast emocional i fa que el producte destaqui enormement tant en retail com en fotografia digital.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42747\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-9.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-9.jpg 2560w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-9-1620x1080.jpg 1620w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-9-1350x900.jpg 1350w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-9-1000x667.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-9-750x500.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-9-400x267.jpg 400w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/> <img decoding=\"async\" class=\"alignnone size-full wp-image-42750\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-4.jpg\" alt=\"\" width=\"1650\" height=\"2200\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-4.jpg 1650w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-4-810x1080.jpg 810w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-4-675x900.jpg 675w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-4-750x1000.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-4-563x750.jpg 563w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-4-300x400.jpg 300w\" sizes=\"(max-width: 1650px) 100vw, 1650px\" \/><\/p>\n<h3>Branding atmosf\u00e8ric: quan una marca construeix clima<\/h3>\n<p>Un dels conceptes m\u00e9s interessants per analitzar aquest projecte \u00e9s el de:<br \/>\n<strong>branding atmosf\u00e8ric.<\/strong><\/p>\n<p>Moltes identitats visuals construeixen reconeixement. Molt poques aconsegueixen construir clima emocional.<\/p>\n<p>AME pertany a aquesta segona categoria.<\/p>\n<p>Tot el sistema visual sembla dissenyat per provocar una sensaci\u00f3 concreta:<\/p>\n<ul>\n<li>baixar el ritme,<\/li>\n<li>observar,<\/li>\n<li>aturar-se,<\/li>\n<li>respirar,<\/li>\n<li>romandre.<\/li>\n<\/ul>\n<p>La direcci\u00f3 d\u2019art utilitza:<\/p>\n<ul>\n<li>ombres llargues,<\/li>\n<li>llum lateral,<\/li>\n<li>composicions silencioses,<\/li>\n<li>molt espai buit,<\/li>\n<li>fotografia c\u00e0lida,<\/li>\n<li>textures suaus.<\/li>\n<\/ul>\n<p>Aix\u00f2 apropa el projecte molt m\u00e9s a l\u2019univers editorial i cinematogr\u00e0fic que al branding comercial tradicional.<\/p>\n<p>En molts moments, les imatges semblen fotogrames de cinema europeu contemporani.<\/p>\n<p>I precisament per aix\u00f2 la marca es percep culturalment sofisticada.<\/p>\n<h3>La pluja com a met\u00e0fora de pausa i creativitat<\/h3>\n<p>M\u00e9s enll\u00e0 de l\u2019est\u00e8tica, el projecte tamb\u00e9 funciona perqu\u00e8 la pluja t\u00e9 una enorme c\u00e0rrega psicol\u00f2gica i emocional.<\/p>\n<p>La pluja sovint s\u2019associa amb:<\/p>\n<ul>\n<li>introspecci\u00f3,<\/li>\n<li>creativitat,<\/li>\n<li>refugi,<\/li>\n<li>lectura,<\/li>\n<li>conversa lenta,<\/li>\n<li>rituals quotidians.<\/li>\n<\/ul>\n<p>AME utilitza tots aquests significats per construir una experi\u00e8ncia de marca molt m\u00e9s profunda que una simple cafeteria specialty.<\/p>\n<p>El caf\u00e8 deixa de ser \u00fanicament una beguda. Es converteix en:<\/p>\n<ul>\n<li>refugi temporal,<\/li>\n<li>espai mental,<\/li>\n<li>experi\u00e8ncia contemplativa,<\/li>\n<li>moment \u00edntim dins del caos quotidi\u00e0.<\/li>\n<\/ul>\n<p>Aix\u00f2 connecta perfectament amb les tend\u00e8ncies actuals del branding experiencial i emocional, on les marques m\u00e9s rellevants ja no venen productes, sin\u00f3 estats emocionals.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42753\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-12.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-12.jpg 2560w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-12-1620x1080.jpg 1620w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-12-1350x900.jpg 1350w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-12-1000x667.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-12-750x500.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-12-400x267.jpg 400w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<h3>Un sistema visual coherent en digital, espai i merchandising<\/h3>\n<p>Un altre aspecte especialment s\u00f2lid del projecte \u00e9s la coher\u00e8ncia transversal del sistema visual.<\/p>\n<p>La identitat funciona perfectament en:<\/p>\n<ul>\n<li>packaging,<\/li>\n<li>social media,<\/li>\n<li>fotografia,<\/li>\n<li>editorial,<\/li>\n<li>senyal\u00edstica,<\/li>\n<li>espai f\u00edsic,<\/li>\n<li>merchandising,<\/li>\n<li>web design.<\/li>\n<\/ul>\n<p>I el m\u00e9s important: mant\u00e9 sempre la mateixa atmosfera emocional.<\/p>\n<p>Molts projectes perden for\u00e7a quan passen del mockup conceptual a la implementaci\u00f3 real.<\/p>\n<p>AME no.<\/p>\n<p>El branding conserva:<\/p>\n<ul>\n<li>eleg\u00e0ncia,<\/li>\n<li>silenci visual,<\/li>\n<li>ritme pausat,<\/li>\n<li>sofisticaci\u00f3 editorial.<\/li>\n<\/ul>\n<p>Aix\u00f2 demostra que hi va haver una direcci\u00f3 creativa extremadament controlada des de l\u2019inici.<\/p>\n<h3>Disseny contemporani sense caure en tend\u00e8ncies passatgeres<\/h3>\n<p>Un dels grans problemes del branding gastron\u00f2mic actual \u00e9s que molts projectes envelleixen r\u00e0pidament perqu\u00e8 depenen massa de tend\u00e8ncies visuals temporals.<\/p>\n<p>AME evita completament aquest problema.<\/p>\n<p>No intenta semblar:<\/p>\n<ul>\n<li>trendy,<\/li>\n<li>viral,<\/li>\n<li>maximalista,<\/li>\n<li>experimental,<\/li>\n<li>excessivament digital.<\/li>\n<\/ul>\n<p>En lloc d\u2019aix\u00f2, construeix un sistema molt m\u00e9s atemporal basat en:<\/p>\n<ul>\n<li>composici\u00f3,<\/li>\n<li>tipografia,<\/li>\n<li>narrativa visual,<\/li>\n<li>atmosfera,<\/li>\n<li>emoci\u00f3.<\/li>\n<\/ul>\n<p>Aix\u00f2 li dona una enorme capacitat de perman\u00e8ncia.<\/p>\n<p>I probablement \u00e9s una de les raons per les quals el projecte funciona tan b\u00e9 internacionalment.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42756\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-1.jpg\" alt=\"\" width=\"1650\" height=\"2200\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-1.jpg 1650w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-1-810x1080.jpg 810w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-1-675x900.jpg 675w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-1-750x1000.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-1-563x750.jpg 563w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/branding-destacado-de-la-semana-ame-brand-identity-by-sons-daughters-id-1-300x400.jpg 300w\" sizes=\"(max-width: 1650px) 100vw, 1650px\" \/><\/p>\n<h3>El caf\u00e8 com a experi\u00e8ncia cultural i no nom\u00e9s gastron\u00f2mica<\/h3>\n<p>AME tamb\u00e9 reflecteix un canvi important dins del branding contemporani del sector hospitality.<\/p>\n<p>Les noves specialty coffee shops ja no competeixen \u00fanicament per:<\/p>\n<ul>\n<li>qualitat de producte,<\/li>\n<li>origen del caf\u00e8,<\/li>\n<li>m\u00e8todes d\u2019extracci\u00f3.<\/li>\n<\/ul>\n<p>Competeixen per construir:<\/p>\n<ul>\n<li>identitat cultural,<\/li>\n<li>experi\u00e8ncia est\u00e8tica,<\/li>\n<li>comunitat,<\/li>\n<li>sensibilitat emocional.<\/li>\n<\/ul>\n<p>En aquest context, AME es posiciona m\u00e9s a prop de:<\/p>\n<ul>\n<li>una publicaci\u00f3 editorial,<\/li>\n<li>una galeria contempor\u00e0nia,<\/li>\n<li>un espai de contemplaci\u00f3,<\/li>\n<\/ul>\n<p>que d\u2019una cafeteria tradicional.<\/p>\n<p>I aix\u00f2 eleva enormement la percepci\u00f3 de marca.<\/p>\n<h3>Un projecte que ent\u00e9n perfectament el branding emocional contemporani<\/h3>\n<p>El m\u00e9s interessant d\u2019AME \u00e9s que no intenta impressionar mitjan\u00e7ant una complexitat visual exagerada.<\/p>\n<p>La seva for\u00e7a est\u00e0 en:<\/p>\n<ul>\n<li>la coher\u00e8ncia,<\/li>\n<li>la subtilesa,<\/li>\n<li>la direcci\u00f3 emocional,<\/li>\n<li>la sensibilitat atmosf\u00e8rica.<\/li>\n<\/ul>\n<p>Tot el projecte demostra una comprensi\u00f3 molt madura de com funcionen avui les marques premium: no des de la saturaci\u00f3 visual, sin\u00f3 des de la construcci\u00f3 d\u2019experi\u00e8ncia.<\/p>\n<p>AME ent\u00e9n que el luxe contemporani moltes vegades significa:<\/p>\n<ul>\n<li>silenci,<\/li>\n<li>pausa,<\/li>\n<li>aire,<\/li>\n<li>temps lent,<\/li>\n<li>emoci\u00f3 continguda.<\/li>\n<\/ul>\n<p>I converteix aquests valors en identitat visual.<\/p>\n<h3>Cr\u00e8dits del projecte<\/h3>\n<ul>\n<li><strong>Agency:<\/strong> Sons &amp; Daughters ID<\/li>\n<li><strong>Project:<\/strong> AME Brand Identity<\/li>\n<li><strong>Year:<\/strong> 2025<\/li>\n<li><strong>Award:<\/strong> Silver Award 2025<\/li>\n<li><strong>Award:<\/strong> ADC Europe Awards 2024 \u2014 Winner in Illustration<\/li>\n<li><strong>Creative Director:<\/strong> Adomas Jazdauskas<\/li>\n<li><strong>Designer:<\/strong> Gintar\u0117 Razmait\u0117<\/li>\n<li><strong>Illustrator:<\/strong> Aust\u0117ja Zaveckait\u0117<\/li>\n<li><strong>Photographer:<\/strong> Kernius Pauliukonis<\/li>\n<li><strong>Copywriter:<\/strong> D\u017eiugas Babenskas<\/li>\n<\/ul>\n<h3>Conclusi\u00f3: quan una marca no ven caf\u00e8, sin\u00f3 atmosfera<\/h3>\n<p>AME by Sons &amp; Daughters ID demostra com el branding contemporani pot transcendir completament la l\u00f2gica tradicional del disseny comercial per convertir-se en una experi\u00e8ncia sensorial i emocional.<\/p>\n<p>La gran virtut del projecte no \u00e9s \u00fanicament la seva est\u00e8tica \u2014que \u00e9s extraordin\u00e0riament s\u00f2lida\u2014 sin\u00f3 la seva capacitat per transformar una idea abstracta com la pluja en un sistema visual coherent, elegant i profundament hum\u00e0.<\/p>\n<p>En un moment en qu\u00e8 moltes marques busquen constantment est\u00edmul, velocitat i sobreexposici\u00f3, AME aposta pel contrari:<\/p>\n<ul>\n<li>silenci,<\/li>\n<li>contemplaci\u00f3,<\/li>\n<li>lentitud,<\/li>\n<li>refugi emocional.<\/li>\n<\/ul>\n<p>El reconeixement obtingut als ADC Europe Awards 2024 confirma, a m\u00e9s, l\u2019enorme qualitat art\u00edstica i conceptual del sistema il\u00b7lustratiu desenvolupat per a la marca. A AME, la il\u00b7lustraci\u00f3 no funciona com a ornament, sin\u00f3 com a estructura narrativa i emocional capa\u00e7 de transformar una simple cafeteria en una experi\u00e8ncia atmosf\u00e8rica completa.<\/p>\n<p>I precisament per aix\u00f2 resulta tan memorable.<\/p>\n<p>La marca ent\u00e9n una cosa fonamental: les experi\u00e8ncies m\u00e9s poderoses no sempre s\u00f3n les m\u00e9s sorolloses.<\/p>\n<p>A vegades, el branding m\u00e9s sofisticat \u00e9s aquell que simplement aconsegueix fer-te sentir alguna cosa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Com convertir la pluja en una experi\u00e8ncia de marca emocional dins d\u2019una ciutat banyada pel sol Cada setmana analitzem projectes internacionals que demostren com el branding contemporani ha deixat de ser \u00fanicament una q\u00fcesti\u00f3 est\u00e8tica per convertir-se en una eina capa\u00e7 de construir atmosferes, emocions i experi\u00e8ncies memorables. En aquesta ocasi\u00f3 viatgem fins a Marbella [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":42767,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210,134],"class_list":["post-42769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracio","category-disseny-grafic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding destacat de la setmana: AME Brand Identity by Sons &amp; Daughters ID - Code Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/ca\/branding-destacat-de-la-setmana-ame-brand-identity-by-sons-daughters-id\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding destacat de la setmana: AME Brand Identity by Sons &amp; Daughters ID - Code Barcelona\" \/>\n<meta property=\"og:description\" content=\"Com convertir la pluja en una experi\u00e8ncia de marca emocional dins d\u2019una ciutat banyada pel sol Cada setmana analitzem projectes internacionals que demostren com el branding contemporani ha deixat de ser \u00fanicament una q\u00fcesti\u00f3 est\u00e8tica per convertir-se en una eina capa\u00e7 de construir atmosferes, emocions i experi\u00e8ncies memorables. 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