“Dale Aire”: the brand strategy that unites the eleven rooftop bars of Azotea Grupo without losing their identity
Azotea Group
Building an umbrella brand without losing the soul of its 11 sub-brands
The challenge
Azotea Group is not a restaurant, it is a constellation of experiences. Eleven different spaces, iconic locations, diverse audiences, and one common problem: growing as a group without diluting the personality of each rooftop bar.
The challenge was clear:
create a common brand platform capable of organizing the present and sustaining the future, without homogenizing or extinguishing what made each space unique.
The idea
“Dale Aire” is not a slogan, it is a system.
We start from a shared truth: all the rooftops in the group thrive on air, sky, height, pause, experience, but each one experiences it differently.
That insight became the conceptual axis that articulates the entire architecture of the group
A concept that speaks to the experience on our rooftops. Lightness giving air to the bad and air to ignite everything that gives you life. It is a call to action, an attitude that invites you to enjoy life.
The work
At Hellend, we developed:
The creative platform for Azotea Grupo, as a strategic and narrative framework that supports the group's 11 brands.
The brand architecture, defining hierarchies, roles, and relationships between the group and its spaces.
The visual and verbal identity of four of its key brands, translating the common concept into their own coherent and differentiated universes.
Each brand breathes the same air, but in its own way.
Four brands,
four ways to breathe.
Azotea Círculo
Air as contemplation.
The sky of Madrid as the absolute protagonist. An almost postcard-like tone, intimate, evocative, inviting you to stop and look up.
Picalagartos
Air as attitude.
More urban, more nocturnal, more cool. A brand that plays with color, humor, and social energy without losing sophistication.
Azotea Cibeles
Air as ephemeral elegance.
Art Deco inspiration, elevated aesthetics, fashion-forward narrative. An experience that lives between the grandiose and the delicate.
Services
Creative consulting,
Strategy,
Creative direction,
Brand architecture
corporate identity,
tone of voice,
strategy at social media,
graphic design,
art direction,
brand books
Photos production
brand guardian,
Launch campaign
Video concept
Implant the brand with Azotea's team
A project as an implant team:
Client:
Azotea Group
DCE, brand guardian and Art Direction:
Elena García Menéndez
Account director:
Juanma Martín
Copywriter, creative:
Jaume Gubianes
Designers:
Gema López
KYD
Web Designer:
Kiko Peláez
Production company:
The Royal Production company
Photographer:
Alberto Van Stokkum