Context
Mistura Ice Cream was born in the heart of Madrid with a unique proposition: artisanal ice cream made by hand with natural ingredients, served in a young, urban, and welcoming environment. Since its first store, Belay accompanied the brand in its growth for more than three years, actively participating in its digital and communicative development until reaching the current seven stores in the center of Madrid.
The challenge was to create a coherent, fresh, and recognizable digital presence, capable of transferring the artisanal, sustainable, and approachable essence of the brand to online channels.
Strategy
The project was approached from a comprehensive perspective of marketing and communication, combining SEO positioning, web design, and content management with communication actions, public relations, and presence on external platforms.
The objective was to strengthen Mistura’s visibility in digital and local environments, reinforcing its reputation as a benchmark in artisanal ice cream and its emotional connection with the Madrid public.
Actions carried out
SEO Positioning and Local Presence
Optimization of Mistura’s local positioning and online visibility through the management of its Google listing and the creation of content focused on its artisanal gastronomic identity.
Communication and Digital Marketing
Management of networks and brand communication with a human and sustainable approach, transmitting the warm essence of Mistura through images, events, and strategic collaborations.
Web Design and User Experience
Design of a modern, clear, and coherent website with the aesthetics of the stores, offering a visual and approachable experience that reinforces the customer’s connection with the brand.
Integrated Delivery Platform
Development of an own ordering system from the web, which facilitates the purchase process and reinforces the direct relationship between Mistura and its customers.
Reputation Monitoring and Analytics
Supervision of the brand’s digital performance and online reputation, with the aim of maintaining constant and coherent communication across all channels.
Results
The joint work between Mistura and Belay consolidated a solid and recognizable digital identity, expanding the community of customers both in the physical and digital environments.
During the opening year and in subsequent years, coinciding with the new openings, Mistura remained positioned as the best ice cream shop in Madrid, standing out both in search engines and in review platforms and gastronomic guides.
The web redesign and SEO strategy managed to position the brand in the first local results, while the visual and narrative coherence strengthened its reputation as a modern, committed, and leading artisanal ice cream shop in the city.
The result is a digital brand that combines authenticity, design, and strategy, with an online presence that matches its physical growth and its recognition in the Madrid gastronomic sector.
