Serafí, 60 years of graphic arts
It is curious that the name of the person who started this business journey linked to graphic arts has the same six letters as one of the most common typographic ornaments: Serafí and serif. Beyond coincidences, Serafí Gázquez Mañas was an extroverted and restless man. He grew up next to the Barcelona city of Terrassa and there he began to learn the printing trade when he was just over 15 years old. In 1964, at 28, he became independent. His son Jaume remembers what his father's friends used to tell him: "Serafí, you are like San Miguel, wherever you go, you succeed."
Printing press in the center of Terrassa
Serafí and Vicenta Moya got married and together they began to handle movable types. There is a black and white photo that Jaume and Maite ---the two children who have decided to continue with the family legacy as general director and finance director, respectively--- keep: their father in the printing press he opened in a street-level premises in the center of Terrassa with his first offset machine. Calendar and wall clock present. They printed cards, communion prints "and two already historical products: the printed numbers of the medical consultations of the Mutua de Terrassa."
"We like to get into trouble"
In 1976, an event occurred that would mark Serafí's printing press. "It was an event at home," says Jaume. The Madrid agency that worked for the Moscow Olympic Games approved the production of a million envelopes for Coca-Cola with a specific color and technology. "Today it takes us five hours, my parents and their four employees spent a few weeks with the printing." That challenge has pursued them like a blessing: "We like to get into trouble, because in the end it has become offering personalized solutions to our clients," says Maite.
Pioneers in cutting-edge technology
Before the 21st century dawned, Serafí Industria Gráfica was one of the first Spanish printing companies to incorporate a new computer printing technology, CTP (Computer to Plate), which allowed for faster and higher volume work. "The machine cost us more than 30 million of the then pesetas, which was a fortune." Since the late 80s, the Gázquez siblings have been working full-time in their father's company. Serafí passed away in November 2019 and, despite being retired, he visited the new facilities of more than 2,500 square meters daily, inaugurated in 2008.
Prints with texture and aromas
Since that year, the company, which today has 25 employees, has become a world leader in printing. They have certified their own technology ---Cool print--- which "allows us to make prints with special effects, textures, aromas... and on any substrate through chemical reactions." Having become a reference point for the technological advances of the American multinational Hewlett-Packard (HP), they are capable, for example, of replicating pieces with a metallic finish on paper or cardboard.
The penultimate challenge
For Maite and Jaume, the latest works are the most prized. They have just finished an order of 2,000 advent calendars for Rocambolesc, Jordi Roca's artisanal ice cream parlor, which is shaped like a magical circus. If you pull the tent to open the box, a detailed circus ring appears, and small drawers for chocolates. "Everything is certified cardboard for food contact, there are hardly any glue points," explains Jaume. The first meeting with the renowned chef's team was in May.
Oddballs
This is how Maite and Jaume define themselves when they explain that their printing company has no salespeople "and we don't lack work." "Our business model is not to cold-call potential clients. Our work is our best sales agent. What we do is advise, accompany, and offer alternative and, above all, personalized solutions."
France, one of the countries with the greatest weight in their exports
With these resources, they have invoiced more than three million euros in 2023, corresponding to a production volume exceeding 25 million units. 30% goes beyond Spanish borders to clients located mainly in France, Germany, and Norway. And among the industrial sectors that most demand their services are banking, cosmetics, food, pharmaceuticals, and IT.
From Barça to Real Madrid
When we talk about how far their products reach, Jaume displays a map with more than a hundred countries. But there's a trick. Last year, they made 10,000 direct shipments to countries on five continents. What did they send? Boxes in the form of a folder with the F. C. Barcelona membership card. "We are a regular supplier to Barça, and since 2022 we have sent almost 30,000 new member registrations in personalized packaging in three languages," says Serafí's general director. Oh, they also do work for Real Madrid, as HP is a collaborator of the white club.
Less footprint, more imprint
This is their motto when they want to highlight the sustainable initiatives they have taken over the years. In addition to using environmentally friendly inks and producing recyclable and some compostable materials, they have installed a solar panel roof on their factory that generates a third of the energy they consume. "It's not easy or cheap for an SME," admits Maite.
The third generation, underway
In both sustainability and technology, Serafí has needed a travel companion: financial providers. "Investments or reinvestments are more pleasant when there is mutual trust with banks, and in our case, they have been very close," says Jaume. The two siblings are proud to maintain their father's legacy and are happy that there is already continuity. The third generation of Serafí Industria Gráfica is already working in the company.
Businesses forever
Beyond the big cities, there are stories of companies worth knowing. Companies that have a special bond with the towns and territories where they have built their particular way of addressing their customers. These are businesses that, like Banco Sabadell, have contributed to the socioeconomic development of those places where, one day, they wanted to open their doors and maintain their commitment to their people. Learn their story firsthand in this project.