The challenge

La Joya had an excellent product, but its communication wasn't yet at the level of its category. The brand needed to reach the visual and narrative altitude of the leading names in the Iberian premium space — without losing the authenticity and authority of what was already there.

My role

Creative direction across the full system. Together with the Guinda Studio team, I led the development of every layer the brand needed:

• Brand strategy and narrative

• Manifesto and tone of voice

• Visual identity and applications

• Packaging across the product range

• Ecommerce site

Once the system was live, I continued as ongoing direction through a continuous retainer.

What was built

• Full brand strategy and narrative system

• Visual identity and complete application set

• Premium packaging across the product range

• Ecommerce site

• Weekly retainer with the internal team

The outcome

In under four months, La Joya launched a brand that holds its own among the leading names in the Iberian premium category. The retainer keeps the brand coherent: every new decision passes through the same lens, so the system gets stronger over time instead of slowly eroding.