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.
"MADRE understands, captures, and showcases our essence into breathtaking products and smart brands. The MADRE team guides and enriches every step of our process. We've gone through a comprehensive upgrade process of all our brands, creating a portfolio of truly unique, rounded, and distinguishable world-class products that adapt efficiently to local requirements. Número Uno, particularly, fills us with joy and pride. It's a product that came out almost seamlessly and naturally, in fact, the quickest we've had a product in the market, yet it has become our most successful introduction to date."

Juan I. Martínez
Executive President of Joya de Nicaragua


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