This project began as a positioning challenge, not a visual one.
The brand is based in Spain, surrounded by colour, craft, humour, and texture, but its audience is primarily English speaking and design literate. The goal wasn’t to localise or translate. It was to create a brand that could live confidently across borders without feeling diluted or generic.
From the outset, the intention was to build something that felt authored. A brand where everyday objects could be treated with the same seriousness as art or furniture, and where playfulness didn’t slip into novelty.
The brief wasn’t “make it look good”. It was “make it make sense”.