STRATEGY. CREATIVITY. DESIGN. PACKAGING. COMMUNICATIONS.
Releasing the Number One Cigar to World
Back in the day, Joya de Nicaragua Cigar Factory crafted a remarkable cigar blend for world leaders only. Handed out by Nicaraguan ambassadors on official worldwide missions, this masterpiece became a unique gift that only a few could enjoy. In 2018, they gifted some to selected audiences and the media, and the company got its highest rating in 50 years. Therefore, they decided officially to bring back this classic and openly share it with the world to enjoy. This is how we gave birth to Número Uno.
We conceptualized and created a diplomat-worthy brand and communications strategy to launch the product. As a result, the brand became the newest addition to Joya de Nicaragua's family of ultra-premium cigars 'Obras Maestras' (which translates to Masterpieces), solidifying its pillar status in the industry.
Branding a Masterpiece
We designed a graphic numeronym for the wordmark to parallel the visual concept of the commemorative brands of the 'Obras Maestras' family, where we changed letters for numbers to reinforce their meaning.
The distinctive blue and white are a nod to Nicaragua's flag. At the same time, the beautiful gold foil touches add a regal quality that befits this masterpiece. Gold and blue are also associated with high quality and exclusivity. Blue ribbons and gold medals are awarded to first place winners in competitive endeavors, and in consumer goods, a blue label is a symbol of luxury.
A Taste of Diplomatic Privilege
We developed and executed an integrated communications strategy to introduce the product to those looking for an ultra-premium experience. In addition, it was essential to communicate the exclusivity of Número Uno, as production would be limited and would only be sold in selected retailers. To achieve this, we articulated a powerful big idea: A Taste of Diplomatic Privilege.
Guided by this claim, we communicated the value of enjoying a top-ranked, exclusive, diplomat lifestyle experience. Literally.
The Most Awarded Joya de Nicaragua Cigar
Número Uno was named the Top Cigar of 2018 by halfwheel, a renowned industry critic, and it didn't stop there. This gem has more awards than any other Joya de Nicaragua Cigar, becoming the top cigar in 2019. More recently, it earned the sixth spot in Cigar Aficionado's Top 25 list of 2020 with a 95-point rating.
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"The new brands that Madre has helped us create now account for 41% of sales of our product portfolio."
Daniel Barrios
Chief Commercial Officer at Joya de Nicaragua Cigars
2021 © Madre Consulting for Joya de Nicaragua
Creative and Strategic Direction: Carlos Zúñiga
Lead Designer: Dainin Solís
Graphic Design: Inti Ruíz, Andrea López
Communications: Paola Zúñiga
Creative and Strategic Direction: Carlos Zúñiga
Lead Designer: Dainin Solís
Graphic Design: Inti Ruíz, Andrea López
Communications: Paola Zúñiga
Photography: Lighthouse
Photography Production: Paola Zúñiga, Melina Rodrgíguez
Production for Case: Dainin Solís
