Branding agency in Madrid
Branding agency and strategic design consultancy in Madrid.
Baud is a branding agency in Madrid that works with companies that have grown faster than their brand. Strategy, identity, packaging, spaces, and digital product, with the same team from diagnosis to the shelf. Madrid is our largest office, and from here most of our projects are managed.
Brands that have given character to Madrid
Healthcare, food, hospitality, perfumery, and retail. Different categories with the same common thread: the brand decides the purchase before the product has a chance to prove anything.
If the brand has fallen behind the business, the first step is not a redesign: it is understanding what is failing and in what order to fix it.
Who we work with
Over 200 clients in 20 years: large corporations, family homes with a century and a half of history, and brands starting from scratch. Here are some of them.
What Madrid has taught us about branding
Madrid is a tough market for a brand: a lot of supply, little available attention, and a consumer used to comparing. Working here for two decades leaves certain truths.
Large companies need order as well as aesthetics
In brands the size of Sanitas or Unide, a good part of the work is unseen: deciding what things are called and how they are ordered among themselves so that a huge organization can be understood at first glance.
Brand architecture, which is just as much about branding as it is about identity.
Local retail wins when it has street character
Alfredo’s Barbacoa y Mercado Madriles work because identity, space, and signage were conceived as a single thing, not as three consecutive assignments.
Therefore, when someone looks for a branding agency in Madrid, the useful question is not how many identities it has created, but how many are still standing years later.
What a branding agency does
Projects usually start before design. A diagnosis, an architectural decision, a strategy that organizes the portfolio. Then comes the visible: identity, packaging, website, store. That order is what separates a project from brand design of a work execution contract.
Brand strategy
Brand architectureNaming
Visual identity
Packaging
Spaces and retail
Digital design and UX
Brand audit
Consultancy or studio
A design studio solves a single piece of work and solves it well: a logo, a package, a website. A consultancy decides first what the brand must mean and why, and designs second. If what is on the table is a specific piece of work, the former is enough. If it is a business decision, the latter is needed.
How we work
A branding agency doesn't start with the logo. It starts by deciding what a brand needs to mean for the business to grow, and only then makes it visible. At Baud, this journey is organized into three phases, and each one has a result that the client can see and use.
Vision
Diagnosis and strategy. We audit the brand, the market, and the competition, and we talk to management, the team, and customers. From there comes the brand strategypurpose, positioning, and an idea that organizes all the decisions that follow.
Creation
Naming if needed, verbal identity and visual identity. What is delivered is not a logo: it is a system that has to work on packaging, in a store, in an app, and in an earnings presentation.
Experience
Packaging, commercial spaces, digital product, and communication. A brand only truly exists when someone touches it. This is where having the in-house design team changes the outcome: we don't outsource the part the customer sees.
What we deliver: brand platform, brand architecture when there are multiple lines, complete identity with its manual, and the first real-world applications.
We were born in Chamberí
Baud was born in this neighborhood and has moved very little since then. From the neighborhood to downtown and from downtown to the neighborhood, watching the city change shape all around.
Sagasta is the big house: here are the strategy, design, and digital teams, and here identities are presented and print proofs are reviewed. The day-to-day work happens wherever it makes sense, at the client's headquarters or on a call spanning three time zones, and this office is the place it returns to.
High doorways, offices with a memory, a certain density of people thinking at the same time. We've been here long enough for the neighborhood to be part of how we work.
How to choose a branding agency in Madrid
On paper, branding agencies and design studios in Madrid look a lot alike. These are the questions that separate a project that works from one that stays in the folder.
Who conceives the project and who executes it?
It is worth knowing if the team being presented is the one that will actually be working.
Is there diagnosis before design?
A project that starts with identity without understanding the business usually ends in a redesign two years later.
Do you have cases in your category or at your scale?
A good job for a startup does not guarantee knowing how to move a brand with a commercial network and distribution.
What happens on delivery day?
An identity proves its value when dozens of people apply it over the years, and that requires a system, not just a few files.
Can you assist beyond the initial assignment?
Brand, packaging, space and digital rarely arrive all at once, but they end up arriving.
What the jury has said
We submitted projects where the work drove a measurable business impact, not just the flashiest ones. Here is the award list.
| Year | Competition | Recognition | Project |
|---|---|---|---|
| 2025 | Best Awards | Bronze in Print · Personal & Home Care | Clarel |
| 2024 | II AEBRAND Awards | Gold in brand repositioning | Clarel |
| 2024 | II AEBRAND Awards | Brand experience silver | Clarel |
| 2022 | Fairplex Los Angeles | Bronze in label design | Familia Gómez Moreno |
| 2021 | AEBRAND Awards | Best social impact brand | Sheedo |
| 2021 | AEBRAND Awards | Jury recognition for lifetime achievement | Carlos Corral |
| 2020 | ADG Laus Awards | Laus Award for best naming | Murmui |
| 2020 | Pentawards | Packaging design mention | Baud |
View more awards
| Year | Competition | Recognition | Project |
|---|---|---|---|
| 2020 | Innovation Awards · Correo Farmacéutico | Innovation in pharmaceutical retail | Afinea Pharmacies |
| 2018 | Pentawards | Bronze in packaging design | Fresco Foods |
| 2015 | Transform Awards Europe | Bronze in branding and repositioning | Mr. Boho |
| 2008 | ADG Laus Awards | Laus Award for wine label design | Lazarus Wine |
They are talking about us
We contribute to the sector's debate: interviews, discussions, and analysis in general and specialized press, radio, television, and podcasts.
Some of the latest: the interview with Carlos Corral on Modaes, the IPMARK packaging colloquium, the conversation on the podcast BrandStocker, the Unide rebranding in El Publicista and the live branding on Cuatro cameras.
Tell us where the problem is and we will tell you what we would do, in what order, and with what scope.
What are we up to?
We publish what we learn along the way: top-tier readings, sector debates, and projects that come out of the house.
Sectors where we set the standard
What they ask us before starting
What is a branding agency?
A branding agency defines what a brand means and how it is expressed: strategy, name, verbal and visual identity, and its application in products, spaces, and digital environments. It differs from a design studio in that it starts from the business rather than the graphic assignment. At Baud, both things coexist—consulting and design—within the same team.
What is the difference between a branding agency and a design studio?
The studio solves a single piece: a logo, a package, a website. The agency decides beforehand what the brand needs to communicate and why, and designs afterwards. If it is a business problem—positioning, growth, integrating brands after an acquisition—the latter is needed. If you only need a well-executed piece, the former is enough.
How much does a branding project cost?
It depends on three things: the scope, the scale of the brand, and how many applications are involved. An identity for a company with one product and one market doesn't cost the same as one for a group with multiple brands and an international presence. We first finalize the diagnosis and scope, and we quote based on that, in phases and with a fixed price. In an initial conversation, a realistic range can be provided.
What are the types of branding?
The four usual ones are the corporate one (the company), the product one (a line or packaging), the personal one (an individual), and employer branding (the brand as an employer). Baud works thoroughly on the first two, and the other two when they form part of a corporate strategy.
Do you only work with companies from Madrid?
No. From Madrid we handle projects from all over Spain and abroad, and there are also offices in Barcelona and Pamplona. Proximity helps during the in-person phases: strategy workshops, identity presentations, and physical product reviews. The rest of the project is carried out smoothly remotely, which is how we work with a good portion of our clients.
How long does a brand identity project take?
Between three and six months for complete strategy and identity, and a bit longer if packaging, spaces, or digital development are involved. The phase that varies the most is the client's internal validation, not the work itself.
Can you start with just one part?
Yes. Many projects start with a brand audit or a specific packaging assignment and grow from there. What we avoid is designing without first understanding what business problem is behind it.