La Joya
Not a redesign. A repositioning.
In a category rooted in tradition, most brands rely on the same narratives. La Joya wasn’t standing out.
The challenge was to transform it into a more distinctive and contemporary brand —without losing its credibility.
Not by adding more, but by bringing clarity, consistency and direction.
CLIENT
La Joya, Alegría Ibérica (by Vallcompanys)
SERVICES
Brand strategy
Creative direction
Identity
Packaging
Art direction
Ongoing advisory
A category built on tradition
The iberian category is defined by heritage, origin and craft.
But these same codes often lead to repetition. Brands look similar. Sound similar. Feel interchangeable.
La Joya had a strong product, but the brand wasn’t fully expressing its potential.
There was an opportunity to build something more defined — a brand with its own point of view.
Standing out without losing authority
The challenge wasn’t just to redesign the identity. It was to rethink how the brand shows up across every touchpoint.
From how it speaks, to how it looks, to how the product is experienced. A shift from a product-led brand to a more intentional and cohesive system.
Defining what the brand stands for
We started by redefining the brand foundations:
– Positioning
– Narrative
– Tone of voice
Clarifying what La Joya stands for — and what it doesn’t.
This became the base for every decision that followed.
Translating strategy into a system
We translated this direction into a complete brand system:
– A new visual identity with stronger presence and control
– Packaging designed to elevate perception and create consistency
– Art direction to define how the brand is expressed across formats
– A more cohesive digital and physical experience
Every element was designed to work together — not as isolated pieces, but as a system.
Beyond the brand itself
The work extended into how the brand is applied and experienced over time.
We collaborated with illustrator Pol Montserrat to introduce a new visual layer — adding character while maintaining coherence.
And with Laia Martínez on a premium 3D textile cover, rethinking how the product is presented as part of the overall experience.
At the same time, we continue working closely with the internal team — guiding how the brand is applied, evolves and stays consistent as it grows.
Because brand is not what you design once. It’s what you build over time.
A brand ready to grow
La Joya now operates with a clearer and more distinctive identity.
More consistent.
More intentional.
More prepared to grow without losing coherence.
A brand that moves beyond category codes — and starts defining its own.
Guiding the brand as it evolves
Beyond the launch, Guinda continues to collaborate with La Joya through ongoing art direction and strategic advisory.
Working closely with the internal team, we ensure the brand evolves consistently across communication, product development and new initiatives.
Services
Brand strategy
Creative direction
Identity
Packaging
Art direction
Ongoing advisory
Credits
Photography by Gemma Casqueiro
Illustrations by Pol Montserrat
3D textile cover, keychain and garment design by Laia Martínez
Developed in close collaboration with La Joya’s Marketing team — an ongoing partnership shaping how the brand evolves and is applied over time 💛