A rebranding for a renaissance man

Services
- Brand Positioning
- Brand Architecture
- Visual Identity Design
- Brand Narrative
- Industrial Design
- Editorial Design
- Retail Design
- Packaging Design
- Communication
- Portfolio Architecture
Industry
- Beauty & Personal Care
- Consulting and Professional Services
- Consumer Goods
- Healthcare Systems and Services
- Hospitality and Restaurants
- Retailers
Client

Jaime Beriestain

Jaime Beriestain is a famous Chilean interior designer who has not stopped growing since he arrived in Barcelona: he has created his own studio, a showroom next to Gaudí's La Pedrera and two successful ventures: the Concept Store and the Café.

Challenge

An authentically
multi-faceted personality

If definition leads to limitation, how do you define someone who does not stop growing? Telling the world who Jaime Beriestain is, could prove challenging. Is he a prestigious interior designer, an entrepreneur, a restaurateur, or a celebrity?

Jaime Beriestain is one of those people who discovers something and sets out to learn it and to live it tirelessly. His exigence and his fine taste mean that when he cannot find what he is looking for, he creates it himself. What best defines his personality is not a long list of creative adventures, but the values that guide them:

Curiosity, good taste, self-demand, closeness and authenticity.

In Morillas, we tuned in to Jaime Beriestain’s concerns and in return, we received a fascinating challenge: to start from the person and create a brand that would work in truly different fields and with utterly different audiences.

Solution

From brand to person. From person to brand

Although the connection among all of Jaime Beriestain's projects and their contact points is complex and multidirectional, we managed to define it through a monolithic identity, consistently applied according to recognizable and minimalist canons.

We unified the brands (even those that do not communicate) and placed them under the Jaime Beriestain brand umbrella, as all of them undoubtedly nurture his multifaceted personality.

The new architecture is also reflected in the online presence, which unifies contact points, and at the same time facilitates their interrelation.

We merged the various different websites and social networks to avoid confusion and simplify communication efforts.

Some of the Concept Store products were not infused with Jaime Beriestain’s personality and good taste, and we detected the opportunity to link these with the mother brand. La marca estaba encontrando sus propios códigos para aplicar en cada área.

“He himself is the driver
of consumption
of his products”

A game inspired by a multi-faceted personality and a solid track record

This geometric play is a nod to the margins of architecture as if the pack were an interior designed by Jaime himself. Moreover, it can generate different products beyond the different formats, ranges and architectures, while remaining highly recognizable.

The colour palette of the packs relies on dark and matte tones.
The colors were defined alongside Jaime Beriestain himself, in constant search for the premium aspect.
The premium look is also achieved through a minimalist presentation and applications in gold.

The applications of the identity continue across several supports in different areas. Each day, it continues to grow and multiply, just like Jaime Beriestain himself in his projects. Definition still doesn’t come easy, but recognizing his distinctive footprint, does.